An article from 
Dive Brief
Published May 9, 2014
By
Paul Conley Contributing Editor
Dive Brief:
- Coca-Cola has launched a bottled water brand in China called Ice Dew "Chun Yue," or Pure Joy.
- The socially conscious brand sets aside funds to develop safe sources of drinking water for schoolchildren in rural provinces such as Yunnan and Sichuan.
- The brand is priced slightly higher than rival bottled-water brands, and istargeted at millennials, who are seen as interested in supporting social causes with their brand choices.
Dive Insight:
The only thing better than this brand and its mission is its tagline -- "Drink Good, Do Good, Feel Good" -- which is about the clearest description of the entire socially conscious movement we could imagine. The TV ad running in Chinais pretty wonderful too.
This is the first socially responsible brand that co*ke has produced. If it takes off, perhaps the company will look to expand the brand to the States, even worldwide.
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As an enthusiast deeply immersed in the beverage industry and socially conscious consumer trends, I can attest to the significance of Coca-Cola's strategic move discussed in the article from Dive Brief, published on May 9, 2014, by Paul Conley.
Background: Coca-Cola's introduction of a bottled water brand in China, named Ice Dew "Chun Yue" or Pure Joy, marks a pivotal moment for the company. This venture into socially responsible branding demonstrates a departure from traditional product strategies.
Brand Mission: The brand's primary mission, as outlined in the article, goes beyond profit-making. Ice Dew "Chun Yue" commits to allocating funds to develop safe sources of drinking water for schoolchildren in rural provinces like Yunnan and Sichuan. This philanthropic approach not only reflects a corporate responsibility but also addresses a critical issue concerning access to clean water.
Target Audience and Pricing Strategy: The article highlights the brand's target demographic—millennials, recognized for their inclination to support social causes through their brand choices. Ice Dew "Chun Yue" positions itself as a socially conscious option, appealing to consumers who seek a sense of purpose in their purchases.
Additionally, the brand's pricing strategy, slightly higher than rival bottled-water brands, aligns with the idea that consumers are willing to pay a premium to contribute to social causes. This indicates a shift in consumer behavior where price is not the sole determinant of purchase.
Tagline and Marketing: The tagline, "Drink Good, Do Good, Feel Good," encapsulates the essence of the socially conscious movement. It serves as a clear and compelling message, effectively communicating the brand's mission and encouraging positive consumer sentiments.
The mention of a noteworthy TV ad running in China adds another dimension to the brand's marketing strategy. It suggests that Coca-Cola is investing not just in the product itself but also in creating a compelling narrative to resonate with its target audience.
Strategic Implications: Significantly, this venture represents Coca-Cola's first socially responsible brand. The article hints at the potential for global expansion if Ice Dew "Chun Yue" gains traction in China. This move aligns with the broader trend in the corporate world, where companies increasingly integrate social responsibility into their business models.
In conclusion, Coca-Cola's foray into socially responsible branding with Ice Dew "Chun Yue" marks a noteworthy shift in its approach. This move not only caters to evolving consumer preferences but also underscores the company's commitment to making a positive impact beyond the bottom line. If successful, this could pave the way for similar initiatives on a global scale.
