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Communications


The end of the Coca-Cola Bottle Shape?

For decades, Coke connoisseurs have argued whether the drink tasted better in the traditional glass bottle, can or the more readily plastic container….but in a bag???

In some geographic regions (i.e. Central America, Africa, Asia), popular name brand beverages are poured into cheap plastic baggies (think generic sandwich bags) in order to cut down on the expense of serving in a glass/plastic bottle. In this form, no one can tell what you are drinking and valuable branding opportunities are lost.

Coca-Cola, known for it’s intense brand protection, has decided to embrace the practice and save their iconic branding by issuing drinks in more cost effective, Eco-friendly “Coca-Cola Bags.” Not only are the new bags easier on the locals’ pockets, but they are less expensive to ship and apparently easier on the environment (would love to see these in biodegradable plastics).

PFSK describes the move best: “Being new and kinda fun, it actually creates a new brand experience adapted to particular regions and cultural tendencies that local consumers are sure to appreciate.”

With pros like these, it is a wonder if the beverage giant will apply this as a new option in its major markets as well.

Our only concern: The bag looks more like a fish than the iconic bottle shape…

Will the competition follow suit? In time, will these new baggies completely replace Coke’s distribution of glass/plastic bottles worldwide? How does this bode for the term “Coca-Cola Bottle Shape?”

Leave a comment — I’d love to read your thoughts.

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Facebook IPO Validates Social Media

As Facebook finally made its Wall Street debut yesterday morning, the world watched with anticipation of what was the biggest tech IPO to date. But this launch was much more than Mark Zuckerberg securing himself as one of the top 20 richest people in the world (a net worth of $20 billion @ 28 years old isn’t a bad gig) – this is validation. Despite a less than explosive opening, Facebook currently holds the record as the largest valuation of a newly public company @ $104 billion. The sheer scope of this IPO serves to legitimize social media marketing to those who are still weary. It acts as proof that social media is not a fad — it is not only profitable, but is also a serious marketing medium.

Now that Facebook is a public company that needs to answer to investors and not just the whims of its designers and executives, will it continue to take the risks that it has been known for? Now that producing profit for its investors is an added responsibility, how will FB manipulate its ad offerings to generate more income?

Here are my predictions:

  • Investments & Research: Facebook’s IPO raised a whopping $16.1 billion USD (third largest in US history). With all of that capital, I imagine that the company will be reinvesting a large portion of its profits into its research/development and the acquisition of smaller tech firms. This larger budget also opens up the opportunity of Facebook taking on the role of venture capitalist/angel investor – think Google.
  • Mobile is a must: As we previously pointed out (read about it here) , mobile is trumping computer use in terms of social networking.  In fact, social networking applications are used more than any other mobile application. I would be incredibly surprised if Facebook didn’t start seriously implementing ads into its mobile offering and strengthening its mobile platform. Perhaps this could include the development of more mobile-based apps to join its recent Instagram acquisition.
  • Greater Focus on Paid Advertising: Now that Facebook has to answer to investors, the company will most likely increase its paid ad options in order to increase overall revenue. It doesn’t help that General Motors recently decided to pull all of its advertising on the site (ouch). I wouldn’t be surprised if FB released its own version of Google’s AdSense – after all, who knows your customers’ browsing habits better than Facebook at this point?

I’m interested in your thoughts on the situation…How do you think Facebook’s IPO will affect social media marketing? Are you planning to invest? What apps would you be interested in seeing them develop?

To find out out how Social Imperium can make Facebook work for you, please do not hesitate to contact us.

[Header Photo: Reuters]

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Marketing Resolutions 2012: Mobile Media Marketing Initiatives

As we start off the New Year with resolutions to hit the gym and quit smoking, perhaps some of us should add increasing our mobile marketing to that list. Despite the explosive popularity of the smart phone, we still come across clients that are hesitant to add or increase their mobile marketing initiatives. Well, Nielsen released their State of the Media: The Mobile Media Report for the 3rd Quarter of 2011 and it’s chock full of juicy mobile usage stats and findings that can convince even the most old school client:

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Featured Non-Profit: FAPA-YPG

Taiwan is currently not recognized by the UN as a sovereign nation despite being a democratic state of more than 23 million people — a population greater than that of 75 percent of the UN’s member nations. It fulfills all the criteria for a nation-state as defined in the 1933 Montevideo Convention: a defined territory, a permanent population and a government that is capable of entering into relations with other states.  Taiwan currently has diplomatic ties with 23 UN member states. The 2010 US Census revealed that more than 230,000 citizens reported Taiwanese heritage.

The Formosan Association for Public Affairs (FAPA) is a 501 (c) (3) non-profit organization that: Promotes international support for the right of the people of Taiwan to establish an independent and democratic country and to join the international community; Promotes relations and cooperation between Taiwan and the U.S.; Protects the right of self-determination for people of Taiwan; Promotes peace and security for Taiwan and advances the rights and interests of Taiwanese communities throughout the world. In 2003, the Formosan Association for Public Affairs established an affiliate organization designed for young adults. This organization, whose goals nearly parallel with those of FAPA’s, is known as the Young Professional Group (YPG).

For more information about FAPA-YPG and its advocacy for Taiwan, please visit .

[Header Photo Credit: Chris Radely Photography]

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