In the effervescent world of sodas, maintaining a strong brand presence is as crucial as the secret recipe of the drink itself. When it comes to advertising, it's not just about the splash of flavors but where and how you create the ripples. This is where airport out-of-home (OOH) advertising comes in, offering a jet-fueled boost to both venerable and nascent soda brands.
Coca-Cola: Classic Brand, Spiced-Up Strategy
Coca-Cola, the titan of the soda industry with a staggering 1.9 billion servings daily, knows a thing or two about enduring brand power. With its roots burrowing deep into centuries past, the brand has an almost ubiquitous presence. Yet, even for such an iconic brand, advertising remains a strategic imperative to remain relevant and maintain their market share and leading position within that category.
Amidst a slight downturn in traditional soda flavors, Coca-Cola is stirring the pot with an exotic twist – Coca-Cola Spiced, their first new flavor in three years. This bold move aligns with evolving consumer palates, seeking innovation in their beverages of choice. To ensure this new flavor doesn't just simmer in obscurity, Coca-Cola has poured its marketing into a high-visibility vessel: OOH airport advertising.
Utilizing the expansive reach of the JCDecaux Prestige Digital Network, Coca-Cola’s colorful creatives at DFW, HOU, and IAH airports beckon travelers with the allure of the new. These airports are not random choices; their strategic selection ensures the message of Coca-Cola Spiced cascades through the corridors frequented by millions. Conveniently positioned shops invite the intrigued to indulge, turning curiosity into a taste test on the spot.
Olipop: Bubbling Up to the Mainstream
Olipop represents the new kids on the block, branding themselves as a "new kind of soda." Aligning with the 38% of consumers scouting for health-boosting beverages, Olipop's gut-friendly formula has carved a niche in the wellness space.
Experiencing effervescent growth in select urban bubbles, Olipop now aims to burst onto the national scene. Transitioning from a digital-centric campaign strategy, the brand is tapping into airport OOH to cast a wider net. By wrapping their message around the walls of Miami Airport, Olipop strategically capitalizes on the city’s status as a tourist magnet and its bustling airport that welcomes over 52 million travelers annually. Miami, crowned the healthiest city in the U.S. for three years running, boasts a demographic that aligns seamlessly with Olipop’s health forward branding, making the airport an optimal choice for the beverage brand.
This airport serves as an ideal launchpad for Olipop, reaching a cross-section of the population, from health enthusiasts to the travel-weary seeking refreshment. The Wall Wraps are not just ads; they are conversation starters, with 53% of flyers who noticed OOH advertising likely to discuss the products with others.
OOH airport advertising is not just about getting eyes on your product; it's a strategic play in a location where people are predisposed to purchase. In an environment where travelers are often looking to quench their thirst, a nudge from a high-impact ad could directly translate to sales.