Everyone has heard some horror stories about what Coke does to your body, it’s not funny: Americans ingest 1.7 million tons — or 10.8 pounds per person — of sugar each year from Coca-Cola alone . But it’s still the top-selling soft drink globally. Yes, the secret lies under the fact that it’s ‘addictive’, but that’s just the tip of the iceberg. The underlying success for Coca-Cola’s multi-billion profits is its PR and marketing strategy. In 2010 alone Coca-Cola spent $2.9 billion on promotion!

Coca-Cola has a smart PR strategy: (1) it touches consumers’ hearts (by presenting a problem, by acknowledging a source of pride, or simply by talking happiness), (2) creates positive emotions (makes people dance, sing, hug the Coke machine) and only after that (3) they present the product (give free Coke).

Check out my 4 favorite smart projects by Coca-Cola:

4. Combining ‘happiness’ with technology

3. Inspiring sharing, the global language to everyone’s heart

2. Dance for the Coke

1. Going one step further – touching the sensitive intercultural issues

I don’t remember when I had Coke for the last time, but I am addicted to their PR work! Are you too?