Have you ever drunk Nick?
Beverage Marketing: The effectiveness of beauty queens and kings as advertising figures is controversial. It’s better to choose the right brand ambassador—one who helps build a sense of community—yourself. Coca-Cola sets the example with its «Coke-light Man.».
Beverage marketing The advertising suitability of beauty queens and kings is controversial. It's better to choose the right brand face yourself in a community-building way. Coca-Cola shows how it's done with its "Coke-light man", and there are plenty of handsome men walking the streets of Switzerland. And they are also likeable. At least that's the opinion of the US beverage multinational Coca-Cola. Because two Swiss beaus made it to the final of the "Coke Light Man 2003" competition in Berlin. They only missed out on the medals by a hair's breadth. For Richard Bucher, who came first in the Swiss competition, and Andreas Tsarkowitsas, who came second, the dream of a stellar modeling career is probably over for the time being. Nevertheless, the silver Mini Cooper and the chance to take part in a sampling campaign for Lemon Coke and other marketing activities are nice consolation prizes. The advertising strategists have already won - but not only because of the high media and public response. Coca-Cola registered a sales increase of around ten percent this year compared to the "election-free" period of the previous year. A development that raises hopes. Especially when
it is viewed in the light of the stagnation trend in the soft drinks market.
A united nation of votersA surprising aspect of this marketing event is its intellectual originator: the competition, which is based on the TV spot campaign that has been developed over the years, does not originate from the USA, but from Austria. The thoroughly integrated communication concept was introduced there three years ago and became a hit with Arabella Kiesbauer's moderation. Following successful reports from Austria, the decision was made to extend the search for the "Coke man" to the three German-speaking countries. And lo and behold: in Switzerland, too, the large-scale search for the male personification of the sweet drink for the line-conscious met with an enormous response within a few weeks and, according to Coca-Cola, generated an outstanding level of involvement among the target group: in two months, the election generated over 10,000 candidates and 40 million page impressions.
Sabine Baumgartner, Corporate Communication at Coca-Cola, explains the surprise success with the fact that "we were looking for a spirited character type and not a beauty idol. In addition, the election was open to the public for the first five weeks." This lowered the inhibition threshold and took the fun aspect into account - "after all, our brands should convey an attitude to life," says the communications expert.
A 59-year-old even made it to the weekly winner, who was then really pushed by the media. The age range remained wide even when a professional jury took over. "Because the independent character is lost in conventional beauty contests with different sponsors, but the risk of manipulation is greater and credibility is therefore jeopardized, we decided to hold the contest under the brand's own direction," explains Baumgartner.
The decision to take the helm yourself reflects the positioning-related problems that can arise with a co-branded Miss or Mister contest: Do the sponsors match up? Do consumer goods brands exclude each other? Could too many sponsors reduce the cognitive and emotional involvement of the potential target group?
An American in GermanyCoca-Cola benefited from its brand weight and the fact that Coke-light is already well known and represents a brand personality. As expected, the beverage company made a big splash: A month ago, the final vote in Berlin was broadcast on RTL II during prime time in front of an international audience of millions. The 26-year-old American Nick Karry was chosen from twelve finalists who had prepared for the tests at a training camp. How convincing the trained actor, who has been working as a translator and freelance English trainer in Cologne for four years, will be in his TV commercial lead role and whether he will increase the thirst for Coke-light can already be tested in the summer. Publicis consultant Carina Hungerbühler is already aware of the great interest shown by other national branches in the promotion, as not only were the sales targets exceeded, "but unsupported brand awareness and familiarity with the campaign also increased significantly," she says.
Swiss finalists: Andreas Tsarkowitsas (l.), Richard Bucher.
it is viewed in the light of the stagnation trend in the soft drinks market.
A united nation of votersA surprising aspect of this marketing event is its intellectual originator: the competition, which is based on the TV spot campaign that has been developed over the years, does not originate from the USA, but from Austria. The thoroughly integrated communication concept was introduced there three years ago and became a hit with Arabella Kiesbauer's moderation. Following successful reports from Austria, the decision was made to extend the search for the "Coke man" to the three German-speaking countries. And lo and behold: in Switzerland, too, the large-scale search for the male personification of the sweet drink for the line-conscious met with an enormous response within a few weeks and, according to Coca-Cola, generated an outstanding level of involvement among the target group: in two months, the election generated over 10,000 candidates and 40 million page impressions.
Sabine Baumgartner, Corporate Communication at Coca-Cola, explains the surprise success with the fact that "we were looking for a spirited character type and not a beauty idol. In addition, the election was open to the public for the first five weeks." This lowered the inhibition threshold and took the fun aspect into account - "after all, our brands should convey an attitude to life," says the communications expert.
A 59-year-old even made it to the weekly winner, who was then really pushed by the media. The age range remained wide even when a professional jury took over. "Because the independent character is lost in conventional beauty contests with different sponsors, but the risk of manipulation is greater and credibility is therefore jeopardized, we decided to hold the contest under the brand's own direction," explains Baumgartner.
The decision to take the helm yourself reflects the positioning-related problems that can arise with a co-branded Miss or Mister contest: Do the sponsors match up? Do consumer goods brands exclude each other? Could too many sponsors reduce the cognitive and emotional involvement of the potential target group?
An American in GermanyCoca-Cola benefited from its brand weight and the fact that Coke-light is already well known and represents a brand personality. As expected, the beverage company made a big splash: A month ago, the final vote in Berlin was broadcast on RTL II during prime time in front of an international audience of millions. The 26-year-old American Nick Karry was chosen from twelve finalists who had prepared for the tests at a training camp. How convincing the trained actor, who has been working as a translator and freelance English trainer in Cologne for four years, will be in his TV commercial lead role and whether he will increase the thirst for Coke-light can already be tested in the summer. Publicis consultant Carina Hungerbühler is already aware of the great interest shown by other national branches in the promotion, as not only were the sales targets exceeded, "but unsupported brand awareness and familiarity with the campaign also increased significantly," she says.
Swiss finalists: Andreas Tsarkowitsas (l.), Richard Bucher.
Looks like a sweet drink: Nick Karry "Coke-light man" of the year 2003.
Luca Aloisi
