Give People Something They Need
The always innovative and clever Coca-Cola gives people something they need without asking for anything in return. But even more clever is that what they're giving - wrapping paper - is actually "happiness" as gifts often are for both the giver and receiver. Finally, making this a triple play in smart marketing, Coca-Cola's free gift turns into a walking billboard for the brand as people carry around their wrapped gifts featuring Coca-Cola's branding on the paper. Coca-Cola knows that the key to building a relationship with their customers is to give first and ask for nothing in return.