Coca-Cola's Packaging Marketing Research In The Social Media Era

In the context of the social media era,the marketing of beverages has undergone tremendous changes.People’s consumption needs not only stay in the pursuit of their own value and quality,but also pay attention to other aspects of consumer experience.As a 100-year-old soft drink brand,Coca-Cola,through its unique package marketing form,has always presented its brand to consumers in a youthful manner and has used social media as a platform to accomplish many classic marketing activities.In this article,the author,based on the social media era,combs Coca-Cola’s100-year packaging history and analyzes a series of packaging marketing activities in the new era.Combining the background of social media era and CI theory,Coca-Cola packaging marketing is divided into packaging marketing concept,packaging marketing visual design and packaging marketing activities under the premise of elaborating Coca-Cola’s 100-year packaging background.Social networking Coca-Cola in the media era of packaging marketing systematically combing and analysis.Combined with some current status and problems of China’s local soft drink packaging market,gives reasonable suggestions.