Two factors influence a consumer's choice: advertising (what happens
before the consumer enters the store) and package design (what the
consumer responds to upon encountering the product in the store).
Coke's global campaign, "the Coke side of life," addresses these two
issues. First, the advertisement creates a love for the brand. Then,
point-of-sale materials and a new look for Coke cans reel in the
consumer. The Happiness Factory—the new Coke ad campaign—hopes to
capture the Southeast-Asian consumer in those first few "magical"
moments.
In Southeast Asia, 10 seconds is magic
The five to ten seconds it takes a consumer to decide what drink to buy is a magical moment, according to Coca-Cola's regional manager for Singapore, Malaysia and Brunei.
May 31, 2007
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