Coke vs. Coke Zero

We've all seen the commercials for Coca-Cola and Coke Zero where the premise of the commercial is that Coke Zero is stealing the recipe for flavor from Coca-Cola to create a new product with zero calories. Obviously, this is a marketing tactic, since they are both owned by Coca-Cola, but it demonstrates cannibalism when a new product is introduced. If less Coca-Cola Classic and Diet Coke are sold because of the introduction of Coke Zero in the market place, the new product is cannibalizing the older, established products, even though more sales may be taking place throughout the company.

Nike Lifestyle

When I think of branding the first company that comes to my mind is Nike. Nike makes a brand by sponsoring athletes and sports. They are present in virtually every sport. Nike makes people believe that if they buy their products, they will be better athletes. It is more of a lifestyle than a brand, which is something every company strives for and Nike has successfully achieved.

Smart Water

When purchasing bottled water, one is faced with many products in the refridgerated section of the grocery store. Smart Water takes a stance of selling more than water, they sell intelligence. The brand name implies that you are making a smart decision when choosing to drink Smart Water. This may convince some people to buy Smart Water for this reason alone, or if not Smart Water goes even farther. They advertise that their water contains electrolytes. Electrolytes are in fact something that most people get more than enough of in their everyday diet, but the idea that these are included in the water also might entise buyers. All around, Glaceau does a good job of marketing all their beverages through innovative techniques.