A Direct Marketing Agency - Helping Brands Acquire and Retain Customers

In a bid for the beverage bucks of those elusive influentials in the under-30 age group, Coke is launching an "experiential concept" to try to get back in with this market.

The new marketing plan, code-named M5, taps five different design shops in five countries to "interpret the brand's optimism through a series of short films and breakthrough bottle designs". One of the design firms says that the new generation doesn't relate to Coke anymore and that M5 will take the "new brand" into new places. While even Coke insiders find the project very amorphous, one thing is clear: there will be very little branding.

At a time when the alcohol beverage industry is seeing some major shifts in consumer preferences, the club scene has become a major battlefield between wine, beer and spirits marketers. The under-30 crowd is drinking far less beer and a bit less wine, while they are drinking more spirits in the form of sweet mixed drinks, so Coke could have the "right thing" to make a big splash.

It will be very interesting to follow this campaign as it unfolds to see if this kind of new Coke will be anymore popular than the new Coke of several years ago!