In an age of corporate openness, where social media is revolutionising the brand-consumer relationship beyond recognition, Coca-Cola has thus far done an excellent job in leveraging its existing brand affinity to maximise awareness online.
According to global social media aggregator, Famecount, the global drinks giant is now the second most popular brand on social media in the world, behind only Starbucks, and with more than 23 million global Facebook fans has certainly wasted no time in embracing the new media age.
However, whether or not this week’s developments were issued as an official “leak” or are the result of something more sinister, time will tell if the Coca-Cola recipe leak will prove a step too far albeit in an era of brand openness.
The story broke on US public radio show, This American Life, and has subsequently been refuted as the true recipe by Coca-Cola.
Whether true or not it is certainly an interesting development as the world’s second largest social media brand looks to safe-guard its secret formula. This story perhaps highlights the boundaries of the spirit of online openness as the processes and ingredients behind products and services must surely to some extent at least be sacred at least to safe-guard against plagiarism.
Wherever you stand on the debate New Brand Vision is certain that consumers all over the world will be having a lot of fun experimenting with the recipe as revealed on This American Life. And for those who missed it first time around, it would be wrong to wade in on the story and not list the ingredients for you here for everybody to have a go…!