Spanish businesses are always behind on everything! Ideas coming from abroad, specially the US, never seem to be good, worthy, creative or impressive, so we do not absorb them very fast. However, sooner or later we bring our heads down and admit that they are, in fact, GREAT IDEAS, such as the “social media revolution”.
Even though there are still many businesses that have chosen to pass on social media, there are many others that are putting all their energy on it and on connecting with the world.
Companies that have been almost silent for 20 years are now all over the Internet, creating pages, websites, and stories. Cola Cao is a great example.
Cola Cao is a chocolate drink created in Barcelona, Spain in the late 40s. In the 50s it became very popular thanks to its song “Canción del negrito” which was played on the radio all the time, and in the 60s it became even more popular when the TV arrived to Spain and the company advertised its product using the same appealing song.
Cola Cao has always been the favorite and most popular chocolate drink in Spain. The company has been creating new products but their marketing has been very traditional and scarce for the last 20 years.
However, Cola Cao realized the great opportunity ahead to re-launch a new marketing campaign and reach out to old and new consumers through social media. The company created an interactive website, where you can have a user account, play games, win prizes, etc. It also has different Facebook and Twitter pages so consumers can be connected to the Cola Cao community.
Thanks to social media, Cola Cao has been able to reestablish its relationship with old consumers and attract new ones. For instance, all my friends like the Cola Cao Facebook page. Even though they drink coffee nowadays, they buy Cola Cao for their kids, so they can have the same experience they had when they were growing up. This is all just because Cola Cao came into their lives again through Social media!
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