A red Coca-Cola machine shows up in a mall in Pakistan. It displays the message “Make a friend in India.”
An identical machine in at a New Delhi mall reads, “Make a friend in Pakistan.”
The two countries have been enemies for decades, but Coke gets ordinary Indians and Pakistanis to wave at each other via cameras. They trace peace symbols, dance together, and toast each other with the soft drink.
The “Coca-Cola Small World Machines” were another example of irresistible content marketing on Coke’s brand journalism platform, Coca-Cola Journey.
Journey, whose launch last year drew the attention of media powerhouses such as The New York Times, is planning a redesign for Nov. 12, says Ashley Brown, group director of digital communications and social media. The platform’s redesigned blog, Unbottled, launched Sept. 26.