Coke's new marketing.

Until recently media and entertainment have been neatly boxed as creating culture and defining what is hip and relevant. Advertising has interpreted brand values and connected them with people in interesting ways. While marketers have concentrated on building programs that provide reasons for customers to give them loyalty or higher prices. But, in an era of fragmenting media, escalating costs, erosion of mass markets, consumer ability to edit out most commercial messages, personalisation and the emergence of an experience-based economy, these neat boxes may no longer hold.

At least this is the view of Coca-Cola, which is working towards a new way of marketing. For …