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Brand Genius: Tribes of Coke #branding

Brand Genius: Tribes of Coke #branding | MarketingHits |

The biggest soft drinks company in the world had two options: steal customers from other beverage companies or encourage its pre-existing loyalists to buy more. Coke took the view that the best of those two options was both of them. It achieved this by diversifying its appeal with unique products targeted at specific market segments.

Today, there’s a coke product for everyone. Here’s what your coke says about you:

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