This year on May 5-6, Vilnius hosted the largest technology and innovation festival in the Baltic countries Login 2016. This year’s conference brought together over 60 start-ups from Latvia, Estonia and Lithuania, and investors from around the world – starting from the United States and ending with Japan. The event also provided the possibility to see people-cyborgs, Grammy winners and producers of Kanye West, biohackers with chips implanted under their skin and more.
During the Login 2016 conference, one of the most successful brands in the history – Coca-Cola – presented its new marketing strategy and values of the company. Anna Jakubowski, head of The Coca-Cola Company in Poland and the Baltic countries, spoke about company’s implemented innovations and technologies that help keep consumers’ attention.
In January this year, Coca-Cola introduced its new worldwide communication campaign – Taste the feeling. The aim of the campaign is to become even closer brand to consumers and to view the Coca-Cola tasting over all the senses: taste, sound, smell and emotion.
Hence, in order to further strengthen the Coca-Cola brand image during the report, the company representatives contacted Altum Retail, which has proposed an innovative marketing solution – scent marketing. Specifically for this event oil with the smell of Coca-Cola was created, which was emitted using a special device throughout the presentation. This helped to not only enhance the company’s image, but also to memorize the well-known Coca-Cola beverage odor even better.
The scent did not go unnoticed by the participants, who watched company’s presentation – they responded positively and agreed that light fragrance of the iconic drink was felt in the hall.
“Special odor during the company’s presentation was used for the first time. The aroma of Coca-Cola was felt even before the start of presenters’ speech, what caused positive emotions and was very successful. We hope to use odors during other presentation in the future”, said LOGIN general director Ieva Dirvonskaitė.
“We are very satisfied with the effect and emotion, which we managed to cause for participants through the scent of the company during the presentation. Without doubt, it only further strengthened the Coca-Cola Company’s image”, said Inga Kievišaitė, the project manager of advertising agency VRP Hill + Knowlton Strategies.