A couple of years ago, Coke launched a brand campaign to…(well, I’m not really sure):
Every drop, mahalaga (Pic from Coke Philippines Website)
The website explains the rationale behind the “Bawat patak, mahalaga” campaign:
“…And every drop of yourself you give, you give it for a reason – to get the most out of every experience, – to live life to the fullest. The Coca-Cola Company lives to give those drops back. We provide the products, inspiration & optimism to help you get the most out of life. Whether it’s with our portfolio, our beverage education or our promise in communities and the world, we give back to help you live life to the fullest. To make every drop count.”
I never got what they were trying to communicate, but I like the materials they created.
Anyway, fast forward to August 2009. Shell launches another mileage campaign:
Bawat Patak Counts.
Shell commissioned a research agency to ask 400 random Filipinos what fuel (company) offers “better mileage”. Apparently, 85% of this small pie proclaimed their undying love for Shell. To celebrate this “victory”, the company gathered testimonials from all sorts of people and ran a series of ads in the major dailies.
A sticker campaign was launched to get the party started. Shell customers will be given special limited-edition “Every drop counts” stickers for their vehicles when they visit participating Shell stations. Partner radio stations will then spot vehicles with the said sticker, which will entitle the motorist to instantly win P800. I do not know why, but I think there’s at least one company-sponsored sticker campaign (with partner radio stations acting as spotters) in the country every two years.
So. Which company said (or used) the message better? Shell with “Every Drop Counts”, or Coke with “Bawat patak, mahalaga”?
But who will win?