Only Coca Cola could’ve achieved this!
Coca Cola selected a sketch drawn on a napkin by a Brazilian street artist to use as the creative centerpiece for its FIFA 2014 World Cup logo.
From a very humble origin, this sketch became the focal point for one of Coke’s largest marketing campaigns – ever!
And what is astounding to me about it is the degree of local buy-in Coke fostered within 175 unique global markets.
Instead of carrying forward its traditional “forced and prescribed” approach to brand management, Coke allowed the creative teams in each of the identified 175 markets to alter the logo’s colors in order to better connect with different regional audiences.
How could a sketch on a napkin have this kind of impact?
I can barely keep one on my lap when I’m eating, let alone scribble out something cool enough on it that would ignite a multi-million dollar promotional blitz.
I also hope my superintendent doesn’t start to gloat when he sees this article.
I’ve seen him draw out proposed grade-level configurations and new program initiatives on napkins and placemats several times.
My days of teasing him about it are probably over.
But as the saying goes, “if you can’t beat ’em, join ’em!”
We’ll now have extra large napkins, colored pencils, and crayons at SCN’s “Come Smart. Leave Smarter.” seminar on June 27.
At least, that’s the plan.
Unless MSPRA buys up all of the extra large napkins for its June 25 Drive-In Conference first!