Tag: word of mouth

Coca-Cola Celebrates Its 126th Birthday

June 2, 2012 Public Relations no comments

Coca-Cola's 126th Birthday Party

Thanks to June, Tiffany and Laura of the Coca-Cola Singapore team, I was invited to the cosy 126th birthday party for Coca-Cola held at the Dallas Restaurant and Bar at Boat Quay. As a marketer and a publicist, I’ve always admired how the world’s largest beverage company continually reinvented its flagship Coca-Cola brand despite having such a long heritage.  It was fascinating to see how the brand associates itself with values such as fun, happiness and enjoyment through activities that resonate with its customers.  

At the thematic party adorned with Coca-Cola’s unmistakeable reds and whites, I learned how the company continually innovated its marketing and PR efforts.  Other than traditional advertising on mainstream channels, Coke experimented successfully with guerrilla marketing, emotional marketing, buzz and viral marketing, co-branding, sponsorship (Coke has sponsored the Olympics movement for 84 years in total!) as well as immersive experience rich events and showcases (such as the party itself). The company further embraced its role as a corporate citizen by sponsoring and encouraging sustainable and civic-minded practices such as recycling and caring for the less fortunate.


We the Undercover Marketers

March 21, 2012 Social Influence 1 comment

We the Undercover Marketers

The Joneses were portrayed as the ultimate stealth marketers (source of image)

Excuse me, are you an invisible stealth marketer? If you have no clue what this is, perhaps its high time for you to read about this.

My curiosity in stealth marketing was first piqued when I read Martin Lindstrom’s brilliant marketing expose Brandwashed. In the book, the neuro-marketing exponent revealed many of the psychological and neurological tricks employed by marketers to get us to buy more, often without us knowing it.


Brandwashed by Martin Lindstrom: A Book Review

March 13, 2012 Book Reviews no comments

Martin Lindstrom Brandwashed

Wonder why you are perpetually tethered to your smartphone, refusing to put it down even when your kids are yelling at you?

Or started eating that tub of delicious Haagen Dazs ice cream, and couldn’t stop until it’s all gone.

Perhaps you’ve got a 10 year old boy who nagged you incessantly about getting him that latest Play Station Portable (PSP) which all his friends in school have.


Conversational Capital: Book Review

November 29, 2011 Blog no comments

Article first published as Book Review: Conversational Capital by Bertrand Cesvet on Blogcritics.

By now, many would’ve heard of buzz and viral marketing, experiential marketing, and the art of conversational marketing. Many would have also learned about three key marketing ideas: creating a Purple Cow, pushing an idea over the Tipping Point, and the almost religious need to use social media in marketing.


KLM’s Highest Party in the World

March 22, 2011 Blog no comments

Every once in a while, you come across a marketing idea so radical that you simply have to talk about it. That honour today belongs to airline company KLM and its effort in creating the highest party in the world where a DJ gets to spin music 35,000 feet in the air.

What’s cool about this effort is that it came about from a bet between KLM and two DJs/creative producers – Sied van Riel and Wilco Jung – to organise a party on board a plane for the very first time. I like how it weaves in online channels (like a blog, website, and online radio station) with a grand idea of a party for those who have the time, money and energy.