Coca-Cola's story marketing

Coca-Cola's story marketing

Recently, Coca-Cola's formula table has been published online, and some people have already distributed Coca-Cola according to this formula. According to some people who have tasted it, the cola flavor prepared according to the online formula is the same as that of Coca-Cola's cola. .
As the world's largest brand value company, Coca-Cola's formula can be said to be the highest secret of Coca-Cola. It is said that Coca-Cola's formula is in a bank safe in Atlanta. To open this safe, only the company's chairman, mayor, Coca-Cola The designated heirs of the three persons can be opened at the same time. If the time is wrong, they cannot be opened.
The most widely rumored is the three people who master the formula. They have mastered one-third of the formula, but they must sign the agreement. They must not disclose the formula in their hands to others, and they are not allowed to take the same plane. The accident occurred and the recipe was lost.
In 2006, there was a “Coca-Cola formula theft” that shocked the world. A staff member at the Coca-Cola headquarters stole the recipe, but the case was quickly cracked. For the authenticity of this incident, people mostly smiled: Coca-Cola's formula is so easy to be stolen!
Judging from the repeated leaks of Coca-Cola, the Coca-Cola Company seems to be not very good at protecting its top secret information as the world's largest company. In fact, formula leaks are the sagacity of Coca-Cola's marketing methods, which can be seen from the way Coca-Cola entered the Chinese market.
In 1979, the Coca-Cola Company was allowed to sell the first batch of bottled cola to China, but only in some foreign-related restaurants and tourist shops. At this time, the Coca-Cola Company began to make some advertisements in the media. The advertisement did not tell how delicious or nutritious Coca-Cola was. Instead, it told the story of Coca-Cola recipes in particular, especially exaggerating some means of protecting formulas.
Since it was rare to advertise in newspapers at the time, the story of Coca-Cola's mysterious recipe was quickly spread among people, and people began to drink Coca-Cola as a fashion. With the spread of recipe stories, Coca-Cola became one of the most famous brands on the Chinese market in less than a few years.
From the Coca-Cola company's entry into the Chinese market, it can be seen that people's love for Coca-Cola is not just its taste. One of the more important reasons is the mystery and the story behind the formula.
A kind of drink, no matter how publicized, if it is only based on taste, it will inevitably get bored one day. After all, it is difficult to adjust, but if you use stories to attract people, it will last forever, because people's curiosity is eternal.
Coca-Cola clearly understands this truth, and it uses the recipe story to hang out people's appetite. It can be said that story marketing is one of the secrets of Coca-Cola becoming the world's largest company.