Day Two of AdAsia 2011, held in New Delhi, started on a high note with Joseph Tripodi, Executive Vice President and Chief Marketing & Commercial Officer, The Coca Cola Company, elucidating points of their ‘Genius of the And’ (from Jim Collin’s book ‘Good to Great’) in order to double their growth in the next decade and also do it sustainably.
Tripodi also explained Coca Cola’s new communication approach of ‘Liquid & Linked’ as part of the new rules of engagement according to which they look at content, which can be scaled up and spread real-time with or without them doing it. He gave examples of the Coca Cola’s FIFA ‘Wave your flag’ campaign, their current ‘Arctic House’ campaign launched on November 1, 2011 in North America, and a brief about their campaign for the London Olympics 2012.
Prasoon Joshi, Chairman & CEO, McCann Worldgroup India, ECD, McCann Erickson, APAC Region and Chairperson, McCann Global Creative Council then involved Tripodi in a stimulating Q&A asking questions like ‘Is there a sense of desperation in ownership of property as people tend to step back if brands are too blatant in their approach?’ to ‘How is Coca Cola keeping itself relevant to the youth and aging people at the same time’, to which Tripodi replied, “It is actually a great challenge. We see a big opportunity in targeting adults over the age of 50. We are, in fact, working on innovating products with which we can speak to them on functional benefit and we are evolving to be relevant to both. It is a great challenge and we are still learning.”