Mar.4.2009-Why did Cocoa Cola Invite Frh to be Endorsers

[4.3.09]Why did Coca Cola invite Fahrenheit to be endorsers?

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Recently, Coca-Cola company invited Fahrenheit to be the latest endorsers for the brand ‘Coca-Cola’, using ‘Coca-Cola double the cooling, even more delicious’ as the theme they launched a new food style ‘Coca-Cola’ “Cool” worldwide. As the four hosts of ‘Coca-Cola’ “Cool tribe” Fahrenheit officially started the food journey of ‘Coca-Cola double the cooling, even more delicious’, and shoot a commercial with ‘Coca-Cola’ and food as the theme.

We know that many celebrities have helped Coca-Cola to do advertisements before, then, why did Coca-Cola company invite Fahrenheit to be endorsers? From what I see, there are at least 3 reasons:

Number one, Coca-Cola’s influence is the deciding factor. Coca-Cola company is the biggest beverage company in the whole world with more than 450 beverage brands, providing beverages that are refreshing to people all over the world everyday. In the world, Coca-Cola is the biggest producer of soft drinks, juices, drinks with fruit taste and instant tea as well as instant coffee. Through the world biggest retailing system, the consumers from more than 200 countries enjoy more than 15 hundred million of Coca-Cola products everyday. ‘Coca-Cola’ brand was commented by America’s ‘Business Week’ to be the most valuable brand in 2008; brand value is about US$667 hundred million. Since Coca-Cola returned to China from 1979, the China company and its packaging partner had already invested around US$13 hundred million in China, and has build 35 packaging factories in China. Coca-Cola company has been providing a series of gaseous and non-gaseous beverages for China’s consumers to satisfy the different needs of the consumers. Indeed Coca-Cola’s influence can be seen. To be an endorser for the product of such a big company no doubt also needs to have a certain influence.

Number two, Fahrenheit’s influence is the deciding factor. Fahrenheit is currently the most popular youth idol group and has captivated a big group of fans especially the young people, their influence goes without saying, and young people are the biggest consumer group for Coca-Cola, captivating them would equals to seizing the big market. ‘Coca-Cola’ marketing director said, “In the recent years, going out to eat has already become a style. Delicious food plus drinking Coca-Cola is what young people today likes the most! The marvellous taste of Coca-Cola match with different food adds to the taste of the food, and also increases the interaction of those at the dining table, hence we grandly promote the food journey of ‘Coca-Cola double the cooling, even more delicious’. Fahrenheit’s youthful and optimistic image as well as positive and healthy living attitude happens to hold the same characteristics with ‘Coca-Cola’ brand, becoming the best endorser for ‘Coca-Cola’ “Cool tribe”. We hope that more young people can become part of “Cool tribe”, enjoy delicious food, enjoy Coca-Cola, causing a new wave of “Cool tribe”.

Number three, the common ground between Coca-Cola and Fahrenheit is the deciding factor. From known, Fahrenheit is very excited to be able to work with ‘Coca-Cola’ this time round, because ‘Coca-Cola’ has been accompanying them from young and shooting the commercial this time allows them to drink their fill! And Fahrenheit also feels deeply that they have common ground with ‘Coca-Cola’, that is, their living attitude of being happy and positive, and they share this feeling with those around them. “‘Coca-Cola’ has been accompanying us since young, shooting the commercial this time round allows us to drink to our fill!” Fahrenheit said, “We young people wants to eat nice food, eat until we are happy is the real meaning of ‘Cool food’.” As the four hosts of “Cool tribe”, they each reveal their ‘Cool food’ attainment: Calvin Chen loves barbequed meat and steamboat the most, “The barbequed smell of barbequed meat plus Coca-Cola is simply matching. Taiwan is famous for its mala steamboat, and eating mala steamboat can make people sweat from inside out, at this time a sip of ice cold Coca-Cola to minimise the hotness is satisfying!” Jiro Wang likes crispy friend chicken wings, “I personally feel that the crispy feeling of fried chicken wing with the taste of Coca-Cola and gas is first-class!” Aaron Yan’s favourite is buffet where you can eat all you want, “Eating buffet will have a lot of food that are greasy and filling, drinking Coca-Cola at this time can reduce the greasiness and make one’s appetite increase, can let you eat all you want!” Wu Zun has an entirely new suggestion, “Never thought that matching Chinese food with Coca-Cola can also be that good! When eating food with a stronger taste like Dong Po meat, a bite of meat and a sip of Coca-Cola is very enjoying!”