B2B Growth
Can Starbucks & Coke match Red Bull’s media success?
Aug 27, 2024
Lexi Croisdale, a media strategy contributor for beverage brands, Tyler Lessard, a media and marketing expert, and Kellie Davis, a content creation professional, share insights on Starbucks and Coca-Cola's media strategies. They discuss the need for brands to create authentic connections through relatable content. The conversation highlights the balance between brand values and demand strategies, emphasizing the importance of crafting engaging customer experiences like those of Red Bull and Nike to enhance brand awareness.
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Quick takeaways
- Starbucks and Coca-Cola are evolving their content strategies by creating audience-first media initiatives aimed at enhancing brand engagement.
- Both brands stress the importance of authenticity in content to build deeper connections with consumers, reflecting changing marketing dynamics.
Deep dives
Evolving Media Strategies of Major Brands
Starbucks and Coca-Cola are recently venturing into the media landscape with initiatives like Starbucks Studio and Coca-Cola Lens, reflecting a shift in their content strategies. Unlike traditional media approaches, Coca-Cola aims to provide educational content tailored to its B2B audience, utilizing insights to develop consistent and relevant materials. In contrast, Starbucks is focusing on engaging a broader consumer base, recognizing the importance of audience-first content strategies to enhance brand engagement. Both brands illustrate a trend where established companies are beginning to think and operate more like media entities, demonstrating the evolving nature of content consumption and marketing.
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