Our sentiment analysis of the 16,000 mentions shows that negative responses outweighed positive ones by nearly 3X. Overall, public reaction to the campaign was more negative than positive. Everyone from Simone Biles to CBS reporters were adding to the conversation.Ģ.
VANILLA COKE TV
In addition to its branded TV commercials and activations, much of this buzz was in large part thanks to both organic and sponsored influencer posts about the product. Looking at the top hashtags, most of these mentions were found in close proximity to content about #MarchMadness. Over 15,000 unique authors mentioned “Orange Vanilla Coke” on channels like Twitter, Instagram, and Facebook during March Madness, a 131% increase in mentions over the previous period. The good news for Coca-Cola: consistent, sustained exposure to these ads did have an impact on the number of people talking about it. The ads definitely helped lift awareness of the new flavor
We dug into data from our Brandwatch social listening tool to analyze how the campaign impacted product awareness and sentiment over the course of the tournament. But whether or not they’ll buy it may be another matter entirely.Īs one of the most visible advertisers at the NCAA’s March Madness tournament, Coca-Cola launched an Orange Vanilla Coke-themed takeover of game coverage, blitzing viewers with ads and promotions across TV, social, digital, outdoor, mobile, radio and experiential (there were even Orange Vanilla Coke tasting stations at the Minneapolis airport to greet tournament-goers). Every American basketball fan is now definitely aware of your new Orange Vanilla flavor.
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