Coca-Cola is looking to become more “agile” in its UK marketing, inspired by a tactical campaign launched by Unilever deodorant brand Lynx after the publication of photos of a naked Prince Harry in August.
The company also replaced its corporate site with an interactive digital magazine called “Coca-Cola Journey” on Monday to better engage consumers and enhance its corporate presence online.
Zoe Howorth, Great Britain marketing director for Coca-Cola, said she is determined to engage consumers with “relevant” advertising, as well as continuing the soft-drink company's planned brand activity.
Howorth cited the example of an ad by deodorant brand Lynx, which tapped into the scandal of Prince Harry being photographed in Las Vegas. The ad parodied the “Keep calm and carry on” posters, stating, “Sorry, Harry, if it had anything to do with us,” and signed off with 'The Lynx effect” tagline.
Speaking exclusively to Marketing, Howorth said: “What happened [with Lynx] was that the world was talking about Prince Harry, but Unilever flipped the conversation to talk about the benefits of Lynx in a funny, current way.”
“That is not profiteering the situation; that's being relevant, and it demonstrates another way to keep part of consumers' conversations and popular culture, which is part of Coke's overall aim,” she added.
This article originally appeared on the website of Marketing, PRWeek's sister publication under Haymarket Media.