Consumers make the final call

With all the creative shops around I found it interesting that one of the largest beverage brands around has turned to their consumers to make the final pick for a fairly prominent piece of creative -the logo for the Coke Zero 400 Powered By Coca-Cola, the new name of the July Sprint Cup Series race at Daytona on July 5.  It seems like the brand guys in Atlanta are allowing the Coke Zero brand the freedom to go places that the more conservative “red stripe” anchor brand can’t pull off, not the least of which was branded tongue piercing over in Brazil.  But let’s get back to the NASCAR logo.

It seems the folks at Coke Zero had narrowed their logos for the high profile Summer race down to two - probably created by their agencies of record.  However, the final decision was left to the fans and target consumers.  And as the story goes it was a close call - 51% to 49%.  I think it’s great to give consumers (almost 40,000 voted) ownership of a logo that will undoubtely be everywhere those fans look over the next few months - maybe years.  This deal with Coke is part of a fully integrated 10 year deal.

 Lesson learned: trust your consumers with your brand, involve them early in the marketing process, and you usually won’t be steered wrong.  Early and often involvement leads to future engagement and loyalty.

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