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Coca-Cola: This coke is a Fanta
Cristal Bittencourt
When we try to understand the success of some campaigns, it is important to think about the Maslow’s Hierarchy of Needs and its segments: self-fulfillment, psychological and basic needs. In 2017, DAVID the agency, from WPP Group, the largest agency group in the world, created This coke is a Fanta, a campaign to subvert discrimination that would go […]
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The importance of understanding the target
Cristal Bittencourt
For a campaign to be successful, one of the most important steps is to find and understand the target. Once you have figured out the right one, the path to the Buying-Decision Process maybe smoother. But if you have a campaign that is going to be seen in many places of the world, what would you do? […]
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Coca-cola: I’d like to buy the world a Coke
Cristal Bittencourt
The Coca-cola ad, I’d like to buy the world a Coke, was released in 1971, when the marketing world was in the beginning of would be know as Marketing 3.0. Philip Kotler defends this new model of Marketing 3.0 and argues that customers must be treated as more than just consumers, but as depth human […]