Coke trying occasion-based marketing efforts

Share this article:
With campaign effectiveness in the spotlight during the recession, companies are trying new ways to target via to consumer behavior, according to marketing executives speaking at Advertising Week. For one, Carol Kruse, VP of global interactive marketing at Coca-Cola, said that the soft-drink giant is placing more emphasis on “occasion-based marketing.”

“We're looking at what is that occasion where you might be thirsty,” she said at an Advertising Week panel on September 21, adding that the company considers sporting events and other live happenings in its research.
Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Direct Line Blog

Sign up to our newsletters

Latest Jobs:


Company of the week

Data Services, Inc. meets the needs of today's data-driven marketer by providing front-end database management and data analytics platforms alongside our expertise in global contact data quality, database building and ongoing maintenance that comes with our 45+ years in business.


Find out more here »

More in Direct Line Blog

Finally, A Data Program for the People

Finally, A Data Program for the People

A British website seeks voters' help in striking clichés from the stump speeches of political candidates.

Four Brand Emails That Offer Tricks and Treats

Four Brand Emails That Offer Tricks and Treats

Happy Halloween from my inbox to yours.

Creative Marketing Is Good; Useful, Relevant Messages Are Better

Creative Marketing Is Good; Useful, Relevant Messages Are ...

The next wave of the digital evolution is pushing marketers toward hyper-relevance; but not everyone is catching on.