When determining what exactly it is that a product or service means to the consumer, marketers often come up with benefits as opposed to features. Home care, for instance, provides peace of mind, or safety and security, although the actual service is a caregiver IN the home. Coca-Cola just came up with a marketing strategy to prove that Coke brings happiness. Watch this video to see how one marketing tactic IS delivering just that.
The advent of social media is such an additional bonus to event marketing, as now Coca Cola can use others (like me) to spread their word. And, you have to admit that watching this DOES make you smile! So you are starting your day with a Coke and a smile, and that means the strategy worked.