First published in Marketing Mag: https://goo.gl/z625Te Today’s consumers expect promises to be kept. Delivering on brand promises, writes Alex Allwood, is fundamental to unlocking customer value. There are no truer …
What A Fizzer – Coke’s Personalisation Campaign Gets Hijacked
Coca-Cola is a pioneer in leveraging the immense power of shareable, consumer-generated content. So the realisation that their personalisation campaign, ‘#GIFtheFeeling’ was hijacked by more than a few rebellious detractors …