The Australian release of a partnership campaign between soft drink behemoth Coca Cola with Swedish music streaming service Spotify and Universal Music, signifies the new world of advertising and marketing.

The Share a Coke and a Song campaign might find cans and bottles re-labelled with dates selected by consumers, from 1938 to the current. By scanning a QR code or going to a URL on the Coke packaging, customers should be able to stream fifty of the very most favorite songs from every year, selected from Universal Music”s artists back catalogue.

In April Coca Cola declared it had struck up a worldwide partnership with Spotify, the Swedish music streaming support that gives subscribers who pay with cash, or by listening to ads, use of a huge amount of music from major and impartial record labels.

Coca Cola will curate content material and music for Spotify members, which based on Coke, takes advantage of the present Spotify relationship with Facebook and the Coca-Cola Facebook audience of over 40 million fans to produce a social experience that will certainly reach millions of connected consumers wordwide.

In the food-marketing industry, the opportunities this type of tie-in represents, are huge. None of that pesky, in your face, disruptive broadcast method that we all think we now have the capacity to resist , but a subtle, gentle connection to brands that we love and use frequently, and in moderation we are informed, are not bad for us.

This integration of brands, throughout all manner of platforms, is the future of advertising. Academics refer to it as integrated marketing communications (IMC). Marketers and advertisers simply call it advertising and marketing.

But what it really represents is a paradigm shift from traditional conceptualisations of marketing, located within mainstream, traditional media, like TV or newspapers, to a point where promotional messages are extremely prolific, they become a form of cultural”s there, it has a effect, but with time, we stop noticing it.

Whether the brand message is provided through Spotify, Facebook, the sponsorship of a local sports club, visits from Gatorade ambassadors at your high school graduation, gentle (or not so gentle) product placement in Masterchef, or even games that don”t promote the food product, but enhance the brand character,marketing is really much more than advertising; it plays an important role in shaping our cultural norms and anticipations, around all sorts of products, which includes the food and drinks that we buy and consume.

So, with regards to food marketing, the amount of channels accustomed to deliver marketing messages and the constant contact with promotional messages for junk food, both reflects and reinforces the power and legitimacy junk food marketing has come to occupy within our society.

As we become more and more culturally conditioned, it is no longer.a lot of marketing material, it just gets the norm.


The debate that people should only choose not to choose, is certainly an unsophisticated ? conceptualisation of decision-making, that marketers abandoned these conventional techniques greater than a decade ago.

While TV programs like Gruen Planet feed our need to understand more about the advertising world, the truth is, much of the traditional methods to advertising that are analyzed on these applications are in their death-throes.

This new landscape is about synergy across an array of platforms, from creative broadcasting like product placement on TV and in film, through to focused narrow casting, like the Coke/Spotify/Universal joint venture; with the whole being more than the sum of the parts.

And all of these components don”t be employed in isolation, but build upon one additional in this subtle, complex and dynamic approach we take to can”t find it happening, because we are part of it.