no-cover

THE QUADRANT COMPANY WINS COCA-COLA PITCH AS COKE RECORDS INCREASED SALES WITH “SHARE A COKE” CAMPAIGN AFTER 10 YEARS OF POOR SALES.

Like
58
0
Monday, 29 September 2014
Uncategorized

Stemming from its recently held Public Relations
business review, Coca-Cola Nigeria Limited has
announced the appointment of The Quadrant
Company, local affilaite of the Fleishman Hillard
network, as its new public relations consultants to
steward her corporate and beverage brands
effective September 2014.
In a statement released by the Public Affairs &
Communications Director, Clem Ugorji, the company
said that The Quadrant Company was selected
through a keenly contested pitch that involved six
leading PR agencies in the country, including the
incumbent agency, C&F Porter Novelli.
According to Ugorji, ‘The recent pitch for the Coca-
Cola PR account was informed by our policy to
periodically evaluate and refresh our capabilities in
order to effectively drive our growth plans”. He
noted that the participating agencies all
demonstrated remarkable competencies and that
The Quadrant Company were adjudged to be well
positioned to sustainably deliver on the expectations
in the fast evolving PR landscape.
Reacting to the development, the Managing Director
of The Quadrant Company, Bolaji Okusaga, said “We
are pleased to emerge winners in the keenly
competed pitch to render PR consultancy services to
Coca-Cola Nigeria Limited on her corporate and
beverage brands. We feel honoured to win a contest
that also involved other eminently qualified and
professionally competent Agencies.Meanwhile for the first time in 10 years as reported by the wall street journal coca cola has recorded a rise in sales going by their Big idea “SHARE A COKE” campaign which originated in australia; 2011.With the ad agency oglivy and executives uping their game the campaign has spread to more than
70 countries.
While Coca-Cola isn’t releasing its official sales
figures ahead of the planned earnings call in late
October, the Journal cites sources who are claiming
sales volumes are up 0.4 percent for 12 weeks
through August of this year, compared to the same
period last year, and that sales dollars are up 2.5
percent overall—all after more than 10 years of
steady declines. Those sources also noted that sales
at Coca-Cola’s biggest rivals—PepsiCo and Dr Pepper
Snapple Group—have remained in the negatives.
Coca-Cola is increasing its advertising budget by $1
billion in the next three years; its budget was $3.3
billion in 2013.
The campaign was never intended to mark a
permanent change to the soft drink bottles, and
already, Coca-Cola is beginning to phase them off
shelves. But a senior brand manager for the
company has said there will be “serious
consideration” given to bringing it back again in
the United States next summer.
“At the end of the day, our name is the most
personal thing we have. It’s our fingerprint…our
identity…in one word,” said Lucie Austin , one of
the original brand executives in Australia to launch
the campaign, and who now runs marketing for the
Northwest Europe and Nordics business unit at
Coca-Cola.
“We gave consumers an opportunity to express
themselves through a bottle of Coke, and to share
the experience with someone else. The fact that
your name is on a Coke bottle, it can’t get more
personal than that! The campaign capitalized on the
global trend of self-expression and sharing, but in
an emotional way. Coke is big enough to pull off an
idea like this, which speaks to the iconic nature of
the brand. Who would want their name on a brand
unless it was as iconic as Coke? ‘Share a Coke’
found the sweet spot by making consumers famous
through the most iconic brand in the world.”

credit: Toni Mcquilken and O’lekan Babatunde.

posted by: @djshyluckjimmy.

Leave a Reply