Marketing innovations for food and beverage (F&B) brands have undergone remarkable transformations over the decades, driven by evolving consumer preferences, technological advancements, and shifting societal trends. From traditional channels that gave us a first taste of F&B’s reach globally, we are now at a stage where new technologies have been made to enrich the brand’s experience with its customers at a global level.
For instance, artificial intelligence and data analytics now allow companies to craft hyper-personalized campaigns based on consumer behaviour and preferences. Meanwhile, social media platforms, powered by advanced algorithms, have enabled brands to connect with niche audiences through targeted advertising and influencer collaborations. Lastly, augmented reality (AR) and virtual reality (VR) are being used to create engaging, immersive experiences, such as virtual store tours or interactive packaging.
These cutting-edge tools, combined with the power of storytelling and real-time customer engagement, have redefined how F&B brands build loyalty and drive growth in today’s fast-paced, tech-savvy world.
In our latest What’s NEXT in Marketing interview, we recently caught up with Matthias Blume, vice president of marketing, ASEAN and South Pacific at The Coca-Cola Company to understand how new tech-driven marketing innovations have propelled long-lasting brands like Coca-Cola into continued relevancy, and what lessons regional marketers can learn when tapping into said innovations.
Immersive technology to blur the physical-digital divide
For Matthias, utilising immersive technology like augmented reality (AR) and virtual reality (VR) have allowed consumers to interact with the brand in immersive ways, blurring the lines between physical and digital experiences.
In their case, such types of technology have been a defining feature of their global campaigns, including their ‘#TakeATaste Now’ outdoor campaign in 2023 which invited consumers to be able to change the 3D anamorphic creative on any screen in real-time using their mobile device.
“This shift towards digital engagement not only broadens our reach but also strengthens our connection with our consumers. By leveraging these cutting-edge technologies, Coca-Cola continues to push the boundaries of what’s possible in marketing, creating captivating brand experiences that forge stronger emotional bonds with our audience,” he explained.
In Asia-Pacific, AR has been part of its regional campaigns, including its Chinese New Year-themed limited edition packaging campaign which focused on the message of celebrating the festivities in style.
“Digital platforms have empowered brands like ours to connect with consumers in real-time, fostering deeper engagement and tailored experiences. AI-powered tools help us to analyse vast amounts of data, enabling us to understand consumer behaviour, preferences, and emerging trends on a deeper level. This data-driven approach allows us to deliver hyper-targeted and relevant content that resonates with target audiences,” he further added.
Storytelling being the core
Despite all of these technological innovations, Matthias stresses that storytelling should continue to be the core of any marketing innovation for brands. In their case at Coca-Cola, he states that storytelling is at the core of Coca-Cola’s marketing DNA which transforms their campaigns from simple advertisements into emotionally compelling narratives that resonate deeply with its audiences.
“Our brand is synonymous with happiness and connection, and shared experiences, and storytelling allows us to convey these emotions in a powerful and authentic way. Whether it’s through a heartwarming video, an engaging social media campaign, or our activations at global events like FIFA or the Olympics, we use stories to create memorable moments that resonate with people on a personal level,” he explains.
Matthias also shared that their campaigns like ‘Share a Coke’ and the more recent ‘Real Magic’ have skillfully utilised storytelling to highlight themes of joy, friendship, and togetherness.
However, the true impact lies not just in the stories themselves but in their authenticity and sincerity. This blend of compelling narratives and genuine connection is essential for building meaningful relationships with consumers and cultivating lasting brand loyalty.
Some of those campaigns that invoke a sense of belongingness include its ‘Recipe for Magic’ campaigns–whether it’s about sharing together a meal at the confinement of your personal space with friends or exploring street dishes in your locality.
“Looking ahead, we will continue to invest in storytelling, seamlessly integrating it with emerging technologies. By embracing these innovations, Coca-Cola aims to strengthen the emotional connection with our audience, ensuring that our brand remains relevant and compelling in an ever-evolving digital landscape,” he said.
Influencers for further increased visibility
Speaking of storytelling, influencer marketing has been integral in making sure marketing for F&B brands truly stands out to consumers. For Matthias, by partnering with influential and credible individuals, their brand has been able to tap into their ability to connect with specific target audiences and leverage their endorsement to drive higher engagement.
“The rise of influencer marketing has significantly transformed the way brands reach and engage with consumers, particularly enhancing brand visibility and building consumer trust. Influencers serve as authentic voices who bridge the gap between brands and consumers, especially among younger demographics like younger millennials and Gen Z,” he explained.
It is important that for brands wanting to tap into the influencer marketing space, always consider working with a wide variety of influencers to engage with niche communities and extend the reach of its campaigns. At Coca-Cola, Matthias says that these collaborations are thoughtfully chosen to ensure alignment with the brand’s core values and messaging, as authenticity remains a top priority.
Moreover, the genuine support of these influencers often fosters greater trust and credibility among consumers, who tend to view such endorsements as more sincere than traditional advertising. A good example of this would be ‘Coke Studio’, a long-running initiative in global markets where studio-recorded music performances by established and emerging artists are being featured.
When asked about their future plans for influencer marketing, Matthias said, “In 2025, we will continue to prioritise authentic partnerships and explore innovative influencer marketing formats. These strategies will allow us to foster deeper connections with our consumers and further enhance our visibility and trust within the market. By embracing these new formats, Coca-Cola aims to stay at the forefront of influencer marketing, creating meaningful and engaging experiences for our audience.”
Innovation fosters deeper emotional connection
According to Matthias, marketing innovations are pivotal in creating deeper emotional connections between brands and their consumers. For them, leveraging innovations like interactive social media campaigns, personalised digital content, and live experiences helps us connect with their audience in meaningful and memorable ways.
Moreover, these innovations provide platforms for them to share their brand’s story and values in compelling, immersive formats that resonate deeply with consumers.
He also added that they will continue to push the boundaries of innovation, exploring emerging technologies to forge even deeper emotional connections. It is worth noting that by integrating technology and creativity, the brand aims to go beyond traditional advertising, delivering personalised, interactive, and unforgeable campaigns that strengthen the consumers’ bond with the brand.
“By consistently creating positive and memorable experiences, we cultivate a strong and deeper emotional connection with our consumers, which is key to building long-term brand loyalty and affinity. For example, AI-powered chatbots can offer personalised product recommendations and customer service, enriching the consumer experience. Additionally, AR experiences can transport consumers into immersive brand worlds, creating magical moments that leave a lasting impression,” he explained.
When asked about the future of marketing innovation for F&B brands, he stated that it will be fueled by the convergence of cutting-edge technology, sustainability, and the pursuit of extraordinary consumer experiences. For him, there are four key areas to consider to future-proof the marketing strategies for brands:
- Personalised Experiences: The use of AI and machine learning will become more significant in delivering tailored experiences to individual consumers, allowing for hyper-personalized content that aligns with their preferences and behaviors.
- Immersive Technologies: The integration of AR and VR will become more common, providing richer and more engaging brand interactions that create unforgettable experiences for consumers.
- Audience-Driven Marketing: Building strong brand communities and audience segments will be essential; aiming at empowering consumers to co-create content and experiences, enhancing engagement and fostering loyalty.
- Commitment to Innovation: Being dedicated to being at the forefront of marketing innovation, exploring new ways to connect meaningfully with audiences through cutting-edge technology, storytelling, and responsible marketing practices.
“We are committed to being at the forefront of marketing innovation, always exploring new ways to connect meaningfully with our audience. By integrating cutting-edge technology, timeless storytelling, and responsible marketing practices, Coca-Cola aims to lead the industry into the next era of innovation and growth,” he concluded.
