Consumer-centric marketing

If there is one thing I can say for sure after 15 years of marketing brands – big brands, new brands, local brands, global brands, etc. - is that consumer is truly in charge now.

This is wonderful for all of us -- as consumers. But as marketers -- we should never lose sight of this. By breathing and living this reality into our products or services, we will manage to succeed into this consumer-driven marketplace.

To give you the best example, let me remind you about the Mentos and Diet Coke experiment, back in 2006. If it doesn’t ring a bell, here is the amazing long story short, demonstrating the infinite power of the consumer and the success that surrounds in-tune, smart marketers:

In 2006, some of us saw the Extreme Diet Coke and Mentos Experiments by Fritz and Grobe. This video was viewed more than 10 million times -- quite an awesome record!

What do you think was the reaction of Coca-Cola and Mentos to this experiment?

• Later that same week, Mentos called to offer support. They said to Voltz: “We love what you're doing, how can we help?" Immediately, Mentos began shipping EepyBird thousands of mints for their experiments. Now this is what I call “in-tune, smart marketing.” Follow what your consumers love and let them have fun with your product. So many other people will follow and your brand’s sales will go through the roof!

• Now, Coca-Cola had a different reaction: on June 12, a Coca-Cola spokeswoman told The Wall Street Journal: "We would hope people want to drink [Diet Coke] more than try experiments with it." She added, "The craziness with Mentos… doesn't fit with the brand personality of Diet Coke." That summer, Voltz and Grobe received two T-shirts and baseball caps from Coca-Cola, along with a note wishing them well.

This is a screaming example of “out-of-touch-marketing” coming from one of the most well known company in the world. What a shame! What a missed opportunity!

Nevertheless, when a company learns from its own mistakes, we tend to forgive that company for previously being... dumb. So not long after, Coca-Cola decided to change gears and listen to its consumers. On July 9, Coke decided to include on their corporate websites The Coke Show -- a series of user-generated videos created by people who loved Voltz and Grobe’s experiments. Toward the end of summer, Coke and Google approached Voltz and Grobe about a deal. That’s what I call “Good morning, Coca-Cola," and "Yes: the consumer is in charge today, not you."

Is your marketing in tune with your consumer?