{"id":6387,"date":"2019-06-17T18:42:02","date_gmt":"2019-06-17T11:42:02","guid":{"rendered":"https:\/\/dtmconsulting.vn\/?p=6387"},"modified":"2019-12-03T11:40:53","modified_gmt":"2019-12-03T04:40:53","slug":"the-newest-campaign-can-you-hear-cua-coca-cola","status":"publish","type":"post","link":"https:\/\/dtmconsulting.vn\/en\/the-newest-campaign-can-you-hear-cua-coca-cola\/","title":{"rendered":"[THE NEWEST CAMPAIGN] \u201cCan you hear?\u201d c\u1ee7a Coca-Cola"},"content":{"rendered":"<p>Coca-Cola ch\u1ee9ng minh r\u1eb1ng \u00e2m thanh &#8211; ho\u1eb7c thi\u1ebfu n\u00f3 &#8211; c\u00f3 th\u1ec3 t\u1ea1o ra k\u1ebft qu\u1ea3 m\u1ea1nh m\u1ebd trong qu\u1ea3ng c\u00e1o<\/p>\n<p>\u201cTry not to hear this\u201d ( t\u1ea1m d\u1ecbch: H\u00e3y c\u1ed1 g\u1eafng \u0111\u1eebng nghe \u0111i\u1ec1u n\u00e0y) &#8211; \u0111\u00e2y l\u00e0 th\u00f4ng \u0111i\u1ec7p h\u1ea5p d\u1eabn \u0111\u1eb1ng sau chi\u1ebfn d\u1ecbch th\u00fa v\u1ecb v\u00e0 b\u1ea1n s\u1ebd kh\u00f3 t\u00ecm \u0111\u01b0\u1ee3c nhi\u1ec1u ng\u01b0\u1eddi ti\u00eau d\u00f9ng c\u00f3 kh\u1ea3 n\u0103ng l\u00e0m \u0111i\u1ec1u \u0111\u00f3.<\/p>\n<p style=\"text-align: center;\">Chi\u1ebfn d\u1ecbch m\u1edbi nh\u1ea5t c\u1ee7a Coca-Cola nh\u1eafc nh\u1edf t\u1ea5t c\u1ea3 ch\u00fang ta v\u1ec1 v\u1ecb tr\u00ed m\u00e0 th\u01b0\u01a1ng hi\u1ec7u n\u00e0y chi\u1ebfm l\u0129nh kh\u00f4ng ch\u1ec9 trong th\u1ecb tr\u01b0\u1eddng, m\u00e0 trong ti\u1ec1m th\u1ee9c c\u1ee7a ch\u00ednh ch\u00fang ta.\u00a0T\u1ea5t c\u1ea3 nh\u1eefng g\u00ec c\u1ea7n thi\u1ebft \u0111\u1ec3 nghe \u00e2m thanh th\u1ecfa m\u00e3n c\u00f3 tr\u01b0\u1edbc tr\u1ea3i nghi\u1ec7m u\u1ed1ng Coca-Cola l\u00e0 b\u1eaft g\u1eb7p m\u1ed9t trong ba qu\u1ea3ng c\u00e1o in t\u1ea1o n\u00ean lo\u1ea1t b\u00e0i n\u00e0y:<\/p>\n<ul>\n<li>S\u1ef1 xu\u1ea5t hi\u1ec7n c\u1ee7a n\u1eafp chai t\u1eeb chai th\u1ee7y tinh Coca-Cola<br \/>\n<img decoding=\"async\" class=\"aligncenter lazyload\" data-src=\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2019\/05\/coca-cola-1-550x304.png\" alt=\"Coca-Cola bottle - Try not to hear this advertising campaign\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 550px; --smush-placeholder-aspect-ratio: 550\/304;\" \/><\/li>\n<li>S\u1ef1 x\u00ec h\u01a1i c\u1ee7a m\u1ed9t ly m\u1edbi r\u00f3t<br \/>\n<img decoding=\"async\" class=\"aligncenter lazyload\" data-src=\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2019\/05\/coca-cola-2-550x275.png\" alt=\"Coca-Cola - Try not to hear this advertising campaign\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 550px; --smush-placeholder-aspect-ratio: 550\/275;\" \/><\/li>\n<li>\u1ea2nh ch\u1ee5p nhanh khi b\u1ea1n m\u1edf m\u1ed9t th\u00f9ng \u0111\u00e1 l\u1ea1nh<br \/>\n<img decoding=\"async\" class=\"aligncenter lazyload\" data-src=\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2019\/05\/coca-cola-3-550x304.png\" alt=\"Coca-Cola can - Try not to hear this advertising campaign\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 550px; --smush-placeholder-aspect-ratio: 550\/304;\" \/><\/li>\n<\/ul>\n<h1>\u0110\u01b0a c\u1ea3m gi\u00e1c \u0111i k\u00e8m v\u00e0o qu\u1ea3ng c\u00e1o<\/h1>\n<p>Chi\u1ebfn d\u1ecbch n\u00e0y x\u00e2y d\u1ef1ng d\u1ef1a tr\u00ean hi\u1ec7n t\u01b0\u1ee3ng gi\u1eefa c\u1ea3m gi\u00e1c c\u1ee7a c\u00e1c gi\u00e1c quan v\u00e0 th\u1ea7n kinh \u0111\u01b0\u1ee3c g\u1ecdi l\u00e0 &#8216;c\u1ea3m gi\u00e1c \u0111i k\u00e8m&#8217;, c\u00f3 th\u1ec3 t\u1ea1o ra k\u1ebft qu\u1ea3 m\u1ea1nh m\u1ebd trong t\u00e2m tr\u00ed b\u1eb1ng c\u00e1ch d\u1eabn c\u00e1c gi\u00e1c quan c\u1ee7a ch\u00fang ta ch\u1ed3ng ch\u00e9o l\u00ean nhau.<\/p>\n<p>\u00c2m thanh c\u00f3 th\u1ec3 t\u1ea1o ra c\u1ea3m gi\u00e1c ch\u1ea1m v\u00e0o c\u00e1c b\u1ed9 ph\u1eadn c\u1ee7a c\u01a1 th\u1ec3 ho\u1eb7c c\u00e1c t\u1eeb c\u1ee5 th\u1ec3 c\u00f3 th\u1ec3 xu\u1ea5t hi\u1ec7n d\u01b0\u1edbi d\u1ea1ng m\u1ed9t m\u00e0u c\u1ee5 th\u1ec3.\u00a0Trong lo\u1ea1t qu\u1ea3ng c\u00e1o n\u00e0y, h\u00ecnh \u1ea3nh v\u00e0 m\u1ed9t s\u1ed1 t\u1eeb ng\u1eef h\u1ea5p d\u1eabn \u0111\u00e3 th\u00e0nh c\u00f4ng trong vi\u1ec7c khi\u1ebfn ch\u00fang ta nghe th\u1ea5y \u00e2m thanh li\u00ean quan \u0111\u1ebfn h\u00ecnh \u1ea3nh.<br \/>\n<img decoding=\"async\" class=\"aligncenter lazyload\" data-src=\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2019\/05\/synaesthesia-550x306.jpg\" alt=\"Synaesthesia visualisation\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 550px; --smush-placeholder-aspect-ratio: 550\/306;\" \/><\/p>\n<p>C\u1ea3m gi\u00e1c \u0111i k\u00e8m d\u1eabn \u0111\u1ebfn m\u1ed9t k\u00edch th\u00edch ban \u0111\u1ea7u \u0111\u1ec3 t\u1ef1 \u0111\u1ed9ng v\u00e0 v\u00f4 t\u00ecnh g\u1ee3i l\u00ean m\u1ed9t ph\u1ea3n \u1ee9ng th\u1ee9 c\u1ea5p.\u00a0Tuy nhi\u00ean, r\u1ea5t \u00edt th\u01b0\u01a1ng hi\u1ec7u c\u00f3 th\u1ec3 t\u1eadn h\u01b0\u1edfng l\u00f2ng trung th\u00e0nh c\u1ee7a kh\u00e1ch h\u00e0ng v\u00e0 v\u1ecb th\u1ebf th\u1ecb tr\u01b0\u1eddng cho ph\u00e9p Coca-Cola bu\u1ed9c t\u00e2m tr\u00ed con ng\u01b0\u1eddi li\u00ean k\u1ebft r\u00f5 r\u00e0ng m\u1ed9t h\u00ecnh \u1ea3nh v\u1edbi \u00e2m thanh c\u1ee7a s\u1ea3n ph\u1ea9m.<\/p>\n<h1>X\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u d\u1ef1a tr\u00ean \u00e2m thanh trong qu\u1ea3ng c\u00e1o<\/h1>\n<p>\u00c2m thanh \u0111\u00e1ng nh\u1edb th\u01b0\u1eddng \u0111\u00f3ng g\u00f3p cho c\u00e1c chi\u1ebfn d\u1ecbch qu\u1ea3ng c\u00e1o \u0111\u00e1ng nh\u1edb, \u0111\u00f3 l\u00e0 nh\u1eefng g\u00ec \u0111\u00e3 t\u1ea1o ra \u00e2m thanh \u1ea5n t\u01b0\u1ee3ng, x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u nh\u01b0 m\u1ed9t kh\u00e1i ni\u1ec7m quan tr\u1ecdng trong vi\u1ec7c l\u00e0m cho c\u00e1c th\u01b0\u01a1ng hi\u1ec7u kh\u00e1c bi\u1ec7t v\u1edbi c\u00e1c \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh.\u00a0T\u1eeb ti\u1ebfng \u0111\u1ed9ng b\u1ea1n nghe \u0111\u01b0\u1ee3c khi s\u1eed d\u1ee5ng ho\u1eb7c ti\u00eau th\u1ee5 s\u1ea3n ph\u1ea9m cho \u0111\u1ebfn nh\u1eefng \u0111o\u1ea1n nh\u1ea1c h\u1ea5p d\u1eabn \u0111i k\u00e8m v\u1edbi nhi\u1ec1u chi\u1ebfn d\u1ecbch ho\u1eb7c nh\u00e3n hi\u1ec7u, t\u1ea7m quan tr\u1ecdng c\u1ee7a \u00e2m thanh \u0111\u00e3 \u0111\u01b0\u1ee3c c\u00f4ng nh\u1eadn t\u1eeb l\u00e2u trong qu\u1ea3ng c\u00e1o.<\/p>\n<p>L\u1ea5y Rice Krispies, n\u01a1i c\u00f3 nh\u1eefng t\u1eeb t\u01b0\u1ee3ng thanh nh\u01b0 &#8216;Snap!\u00a0Crackle!\u00a0Pop! &#8216;\u00a0v\u1ec1 kinh nghi\u1ec7m \u0103n u\u1ed1ng \u0111\u00e3 d\u1eabn \u0111\u1ebfn kh\u1ea9u hi\u1ec7u c\u1ee7a ng\u0169 c\u1ed1c v\u00e0 sau \u0111\u00f3 l\u00e0 t\u00ean c\u1ee7a c\u00e1c linh v\u1eadt ho\u1ea1t h\u00ecnh c\u1ee7a ng\u0169 c\u1ed1c.<\/p>\n<p>\u00c2m thanh c\u00f3 th\u1ec3 nh\u1eadn ra ngay l\u1eadp t\u1ee9c n\u00e0y l\u00e0 b\u1ea3n nh\u1ea1c n\u1ec1n cho nhi\u1ec1u b\u1eefa s\u00e1ng c\u1ee7a tr\u1ebb em (v\u00e0 m\u1ed9t s\u1ed1 \u00edt ng\u01b0\u1eddi l\u1edbn) k\u1ec3 t\u1eeb khi s\u1ea3n ph\u1ea9m \u0111\u01b0\u1ee3c \u0111\u01b0a l\u00ean k\u1ec7 v\u00e0o nh\u1eefng n\u0103m 1920.<\/p>\n<p>Kh\u1ea9u hi\u1ec7u mang t\u00ednh bi\u1ec3u t\u01b0\u1ee3ng c\u1ee7a &#8216;Snap!\u00a0Crackle!\u00a0Pop! &#8216;\u00a0\u0111\u00e3 kh\u00f4ng xu\u1ea5t hi\u1ec7n cho \u0111\u1ebfn khi m\u1ed9t qu\u1ea3ng c\u00e1o radio n\u0103m 1932 t\u1eadp trung v\u00e0o \u00e2m thanh \u0111\u1ed9c \u0111\u00e1o n\u00e0y, v\u00e0 k\u1ec3 t\u1eeb \u0111\u00f3 n\u00f3 \u0111\u00e3 t\u1eebng xu\u1ea5t hi\u1ec7n trong th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a ng\u0169 c\u1ed1c.<br \/>\n<img decoding=\"async\" class=\"aligncenter lazyload\" data-src=\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2019\/05\/rice-krispies-550x412.png\" alt=\"Rice Krispies design branding\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 550px; --smush-placeholder-aspect-ratio: 550\/412;\" \/><\/p>\n<p>T\u01b0\u01a1ng t\u1ef1 \u201csnappy\u201d l\u00e0 hi\u1ec7p h\u1ed9i ng\u01b0\u1eddi ti\u00eau d\u00f9ng th\u1ef1c hi\u1ec7n v\u1edbi th\u01b0\u01a1ng hi\u1ec7u Kit Kat.\u00a0B\u1eaft g\u1eb7p qu\u1ea3ng c\u00e1o c\u1ee7a Kit Kat v\u00e0 h\u00ecnh \u1ea3nh 1 thanh Kit Kat b\u1ecb g\u00e3y g\u1ee3i l\u00ean nh\u1eefng ph\u1ea3n \u1ee9ng nh\u1eadn th\u1ee9c gi\u1ed1ng nh\u01b0 h\u00ecnh \u1ea3nh c\u1ee7a Coca-Cola.<br \/>\n<img decoding=\"async\" class=\"aligncenter lazyload\" data-src=\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2019\/05\/kit-kat-1-550x310.png\" alt=\"Kit Kat snapping\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 550px; --smush-placeholder-aspect-ratio: 550\/310;\" \/><\/p>\n<p style=\"text-align: center;\">M\u1ed9t s\u1ed1 th\u01b0\u01a1ng hi\u1ec7u c\u00f3 \u00edt ho\u1ea1t \u0111\u1ed9ng h\u01a1n v\u1ec1 m\u1eb7t \u00e2m thanh c\u1ee7a s\u1ea3n ph\u1ea9m c\u1ee7a h\u1ecd, v\u00ec v\u1eady, c\u00e1c b\u1ea3n nh\u1ea1c v\u00e0 thi\u1ebft b\u1ecb \u00e2m thanh t\u1ea1o \u0111i\u1ec1u ki\u1ec7n thu\u1eadn l\u1ee3i cho qu\u00e1 tr\u00ecnh li\u00ean k\u1ebft nh\u1eadn th\u1ee9c n\u00e0y.\u00a0C\u00e1c \u0111o\u1ea1n nh\u1ea1c d\u1ec5 nh\u1eadn bi\u1ebft nh\u1ea5t bao g\u1ed3m LG, Intel v\u00e0 HBO, t\u1ea5t c\u1ea3 \u0111\u1ec1u c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c x\u00e1c \u0111\u1ecbnh ngay l\u1eadp t\u1ee9c ch\u1ec9 b\u1eb1ng c\u00e1ch nghe \u0111\u1ebfn \u00e2m thanh qu\u1ea3ng c\u00e1o t\u1eeb b\u1ea5t c\u1ee9 \u0111\u00e2u<br \/>\n<iframe data-src=\"\/\/www.youtube.com\/embed\/P_Oh7HizY5I\" width=\"800\" height=\"450\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" class=\"lazyload\" data-load-mode=\"1\"><\/iframe><\/p>\n<h1>T\u1ea1i sao Coca-Cola ph\u1ea3i t\u0103ng c\u01b0\u1eddng n\u1ed7 l\u1ef1c marketing c\u1ee7a m\u00ecnh?<\/h1>\n<p style=\"text-align: center;\">\u0110\u1ea7u v\u00e0o marketing g\u1ea7n \u0111\u00e2y c\u1ee7a Coca-Cola &#8211; t\u1eeb lo\u1ea1t qu\u1ea3ng c\u00e1o n\u00e0y \u0111\u1ebfn chi\u1ebfn d\u1ecbch &#8216;tatto can&#8217; &#8211; ph\u1ea3n \u00e1nh th\u1ef1c t\u1ebf r\u1eb1ng th\u01b0\u01a1ng hi\u1ec7u ph\u1ea3i v\u01b0\u1ee3t l\u00ean tr\u00ean \u0111\u1ec3 ph\u00f9 h\u1ee3p v\u1edbi doanh thu h\u00e0ng n\u0103m tr\u01b0\u1edbc \u0111\u00f3.<br \/>\n<iframe data-src=\"\/\/www.youtube.com\/embed\/cCWmSHCTlSA\" width=\"800\" height=\"450\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" class=\"lazyload\" data-load-mode=\"1\"><\/iframe><\/p>\n<p>Ch\u1ec9 d\u01b0\u1edbi 32 t\u1ef7 \u0111\u00f4 la,\u00a0doanh thu h\u00e0ng n\u0103m c\u1ee7a Coca-Cola\u00a0cho n\u0103m 2018 l\u00e0 th\u1ea5p nh\u1ea5t k\u1ec3 t\u1eeb n\u0103m 2009 v\u00e0 gi\u1ea3m 10% so v\u1edbi n\u0103m tr\u01b0\u1edbc.\u00a0Trong khi \u0111\u00f3, Q4 n\u0103m 2018 ch\u1ee9ng ki\u1ebfn doanh thu h\u00e0ng qu\u00fd th\u1ea5p nh\u1ea5t k\u1ec3 t\u1eeb Q1 n\u0103m 2007.<\/p>\n<p>&gt;&gt;&gt; Xem th\u00eam: <a href=\"https:\/\/dtmconsulting.vn\/en\/hieu-ung-ikea-de-khach-hang-phai-mat-tien-ton-cong-nhung-van-vui-ve-mua-hang\/\" target=\"_blank\" rel=\"noopener noreferrer\">\u201cHi\u1ec7u \u1ee9ng IKEA\u201d \u2013 \u0110\u1ec3 kh\u00e1ch h\u00e0ng ph\u1ea3i m\u1ea5t ti\u1ec1n, t\u1ed1n c\u00f4ng nh\u01b0ng v\u1eabn vui v\u1ebb mua h\u00e0ng<\/a><\/p>\n<p>Khi th\u1ebf gi\u1edbi ng\u00e0y c\u00e0ng c\u00f3 \u00fd th\u1ee9c v\u1ec1 s\u1ee9c kh\u1ecfe, c\u00f3 v\u1ebb nh\u01b0 Coca-Cola v\u00e0 nhi\u1ec1u s\u1ea3n ph\u1ea9m li\u00ean k\u1ebft c\u1ee7a n\u00f3 hi\u1ec7n \u0111\u00f2i h\u1ecfi nh\u1eefng n\u1ed7 l\u1ef1c marketing ng\u00e0y c\u00e0ng \u0111\u01b0\u1ee3c ph\u1ed1i h\u1ee3p.<\/p>\n<p>So s\u00e1nh s\u1ef1 t\u0103ng tr\u01b0\u1edfng tr\u00ec tr\u1ec7 c\u1ee7a Coca-Cola k\u1ec3 t\u1eeb nh\u1eefng n\u0103m cu\u1ed1i c\u00f9ng v\u1edbi c\u00e1c \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh ch\u00ednh c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u, Pepsico, c\u0169ng n\u00f3i l\u00ean nhi\u1ec1u \u0111i\u1ec1u cho cu\u1ed9c \u0111\u1ea5u tranh c\u1ee7a Coca-Cola:<\/p>\n<ul>\n<li>Doanh thu h\u00e0ng n\u0103m c\u1ee7a Pepsico\u00a0\u0111\u00e3 t\u0103ng t\u1eeb 43 t\u1ef7 \u0111\u00f4 la trong n\u0103m 2008 l\u00ean 64 t\u1ef7 \u0111\u00f4 la trong n\u0103m 2018 &#8211; t\u01b0\u01a1ng \u1ee9ng v\u1edbi m\u1ee9c t\u0103ng 48% c\u1ee7a 21 t\u1ef7 \u0111\u00f4 la.<\/li>\n<li>Trong c\u00f9ng th\u1eddi gian, doanh thu h\u00e0ng n\u0103m c\u1ee7a Coca-Cola th\u1ef1c s\u1ef1 gi\u1ea3m 88 tri\u1ec7u \u0111\u00f4 la, t\u1eeb 31.944 t\u1ef7 \u0111\u00f4 la xu\u1ed1ng c\u00f2n 31.856 t\u1ef7 \u0111\u00f4 la.<\/li>\n<\/ul>\n<p>Marketing g\u1ea7n \u0111\u00e2y c\u1ee7a Coca-Cola s\u1ebd \u0111\u1ea3o ng\u01b0\u1ee3c suy tho\u00e1i?<\/p>\n<p>S\u1ef1 kh\u00e9o l\u00e9o \u0111\u1eb1ng sau chi\u1ebfn d\u1ecbch n\u00e0y s\u1eed d\u1ee5ng m\u1ed9t gi\u1ea3 \u0111\u1ecbnh \u0111\u01b0\u1ee3c \u0111\u00e1nh gi\u00e1 ch\u00ednh x\u00e1c v\u00e0 t\u1ec9 m\u1ea9n \u0111\u1ebfn n\u1ed7i vi\u1ec7c m\u1edf lon, n\u1eafp chai b\u1eadt l\u00ean v\u00e0 n\u01b0\u1edbc ng\u1ecdt l\u00e0m s\u1ee7i b\u1ecdt t\u1ea5t c\u1ea3 nh\u1eafc nh\u1edf ng\u01b0\u1eddi ti\u00eau d\u00f9ng v\u1ec1 m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u v\u00e0 m\u1ed9t s\u1ea3n ph\u1ea9m: Coca-Cola.<\/p>\n<p>T\u01b0\u01a1ng t\u1ef1 v\u1edbi chi\u1ebfn d\u1ecbch xe t\u1ea3i Gi\u00e1ng sinh h\u00e0ng n\u0103m c\u1ee7a Coca-Cola, c\u00f3 m\u1ed9t s\u1ef1 ho\u00e0i c\u1ed5 trong 1 qu\u1ea3ng c\u00e1o \u0111\u1ea7y th\u00e1ch th\u1ee9c \u201c\u201cTry not to hear this\u201d (t\u1ea1m d\u1ecbch -H\u00e3y th\u1eed kh\u00f4ng nghe n\u00f3)<br \/>\n<img decoding=\"async\" class=\"aligncenter lazyload\" data-src=\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2019\/05\/coca-cola-christmas-truck-550x308.png\" alt=\"coca-cola christmas truck\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 550px; --smush-placeholder-aspect-ratio: 550\/308;\" \/><\/p>\n<p>Ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u0111ang \u0111\u01b0\u1ee3c khuy\u00ean \u0111\u1eebng c\u1ed1 nghe nh\u1eefng \u00e2m thanh li\u00ean quan \u0111\u1ebfn Coca-Cola mang t\u00ednh bi\u1ec3u t\u01b0\u1ee3ng n\u00e0y.\u00a0V\u1ec1 c\u01a1 b\u1ea3n, nh\u1eefng tr\u1ea3i nghi\u1ec7m, k\u1ec9 ni\u1ec7m lu\u00f4n g\u1eafn li\u1ec1n khi ch\u00fang ta d\u00f9ng Coca-Cola hi\u1ec7n \u0111ang \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng \u0111\u1ec3 b\u00e1n n\u00f3.\u00a0Tuy nhi\u00ean, n\u1ebfu m\u1ed9t ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u0111\u00e3 ng\u1eebng mua Coca-Cola, c\u00f3 v\u1ebb nh\u01b0 \u0111i\u1ec1u n\u00e0y kh\u00f4ng \u0111\u01a1n gi\u1ea3n ch\u1ec9 v\u00ec h\u1ecd \u0111\u00e3 qu\u00ean k\u1ec9 nghi\u1ec7m m\u00e0 s\u1ea3n ph\u1ea9m mang l\u1ea1i.<\/p>\n<p>Trong m\u1ed9t th\u1ecb tr\u01b0\u1eddng lu\u00f4n thay \u0111\u1ed5i, s\u1ebd c\u1ea3m th\u1ea5y r\u1ee7i ro khi cho r\u1eb1ng th\u1ee9 g\u00ec \u0111\u00f3 lu\u00f4n th\u00e0nh c\u00f4ng (ngh\u0129a l\u00e0 s\u1ea3n ph\u1ea9m Coca-Cola) s\u1ebd ti\u1ebfp t\u1ee5c nh\u01b0 v\u1eady.\u00a0Ng\u01b0\u1eddi h\u00e2m m\u1ed9 c\u1ee7a Coca-Cola c\u00f3 th\u1ec3 b\u1ecb c\u00e1m d\u1ed7 b\u1edfi lo\u1ea1t qu\u1ea3ng c\u00e1o m\u1edbi, nh\u01b0ng nh\u1eefng qu\u1ea3ng c\u00e1o n\u00e0y s\u1ebd l\u00e0m g\u00ec \u0111\u1ec3 thu h\u00fat ng\u01b0\u1eddi ti\u00eau d\u00f9ng m\u1edbi v\u00e0o s\u1ea3n ph\u1ea9m?<\/p>\n<p>&gt;&gt;&gt; Xem th\u00eam: <a href=\"https:\/\/dtmconsulting.vn\/en\/chuyen-thuong-hieu-apple-tu-bo-vuc-pha-san-den-dinh-vinh-quang\/\" target=\"_blank\" rel=\"noopener noreferrer\">[Chuy\u1ec7n th\u01b0\u01a1ng hi\u1ec7u] Apple: T\u1eeb b\u1edd v\u1ef1c ph\u00e1 s\u1ea3n \u0111\u1ebfn \u0111\u1ec9nh vinh quang<\/a><\/p>\n<h1><strong>M\u1ed9t th\u01b0\u01a1ng hi\u1ec7u \u0111ang c\u1ed1 g\u1eafng k\u1ebft n\u1ed1i l\u1ea1i v\u1edbi ng\u01b0\u1eddi ti\u00eau d\u00f9ng tr\u1ebb<\/strong><\/h1>\n<p>Coca-Cola \u0111\u00e3 n\u1ed7 l\u1ef1c h\u1ebft s\u1ee9c \u0111\u1ec3 thu h\u00fat c\u00e1c th\u1ebf h\u1ec7 tr\u1ebb tr\u1edf l\u1ea1i v\u1edbi s\u1ea3n ph\u1ea9m c\u1ee7a h\u1ecd.\u00a0Chi\u1ebfn d\u1ecbch \u0103n ki\u00eang \u201c\u201cBecause I Can\u201d, v\u00ec ra m\u1eaft v\u00e0o th\u00e1ng 2 n\u0103m 2018, l\u00e0 m\u1ed9t s\u1ef1 h\u1ea5p d\u1eabn tr\u1ef1c ti\u1ebfp \u0111\u1ed1i v\u1edbi nh\u1eefng ng\u01b0\u1eddi ti\u00eau d\u00f9ng n\u00e0y.<\/p>\n<p>Sau khi ra m\u1eaft, n\u00f3 \u0111\u00e3 ph\u1ea3i \u0111\u1ed1i m\u1eb7t v\u1edbi nh\u1eefng l\u1eddi ch\u1ec9 tr\u00edch n\u1eb7ng n\u1ec1 cho tin nh\u1eafn \u0111\u01b0\u1ee3c nh\u1eafm m\u1ee5c ti\u00eau k\u1ef3 l\u1ea1 c\u1ee7a n\u00f3:<br \/>\n<iframe data-src=\"\/\/www.youtube.com\/embed\/1YBP8v6fi2w\" width=\"800\" height=\"450\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" class=\"lazyload\" data-load-mode=\"1\"><\/iframe><\/p>\n<p>H\u01b0\u01a1ng v\u1ecb m\u1edbi v\u00e0 th\u01b0\u01a1ng hi\u1ec7u m\u1edbi c\u1ee7a Diet-Coke c\u0169ng ch\u1ee9ng minh r\u1eb1ng n\u01b0\u1edbc gi\u1ea3i kh\u00e1t c\u1ed5 \u0111i\u1ec3n n\u00e0y \u0111\u00e3 kh\u00f4ng thu h\u00fat \u0111\u01b0\u1ee3c th\u1ecb hi\u1ebfu thay \u0111\u1ed5i c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng &#8211; s\u1ea3n ph\u1ea9m c\u1ea7n thi\u1ebft \u0111\u1ec3 \u0111a d\u1ea1ng h\u00f3a.<br \/>\n<img decoding=\"async\" class=\"aligncenter lazyload\" data-src=\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2019\/05\/diet-coke-new-flavours-and-new-design-2019-550x340.png\" alt=\"diet coke new flavours and new design 2019\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 550px; --smush-placeholder-aspect-ratio: 550\/340;\" \/><\/p>\n<p>C\u00f3 v\u1ebb nh\u01b0 c\u00e1c t\u1ed5 ch\u1ee9c tr\u00ean to\u00e0n c\u1ea7u s\u1ebd tham gia r\u1ea5t l\u00e2u \u0111\u1ec3 tham gia v\u00e0o th\u1ebf h\u1ec7 Millenials<\/p>\n<p>C\u00f3 th\u1ec3 s\u1ef1 ph\u1ee9c t\u1ea1p h\u01a1n trong th\u00f3i quen chi ti\u00eau c\u1ee7a h\u1ecd, \u00fd th\u1ee9c v\u1ec1 s\u1ee9c kh\u1ecfe v\u00e0 \u00fd th\u1ee9c b\u1ea3o v\u1ec7 m\u00f4i tr\u01b0\u1eddng h\u01a1n b\u1ea5t k\u1ef3 th\u1ebf h\u1ec7 n\u00e0o tr\u01b0\u1edbc h\u1ecd, nh\u1eefng t\u00ednh ch\u1ea5t n\u00e0y c\u00f3 ngh\u0129a l\u00e0 c\u00e1c nh\u00e0 qu\u1ea3ng c\u00e1o ph\u1ea3i ng\u00e0y c\u00e0ng tr\u1edf n\u00ean s\u1eafc s\u1ea3o h\u01a1n \u0111\u1ec3 mang l\u1ea1i k\u1ebft qu\u1ea3 cho ng\u01b0\u1eddi ti\u00eau d\u00f9ng tr\u1ebb tu\u1ed5i.<\/p>\n<p>S\u1ef1 \u0111\u01a1n gi\u1ea3n v\u00e0 th\u00f4ng minh c\u1ee7a chi\u1ebfn d\u1ecbch Coca-Cola \u201cTry not to hear this\u201d c\u00f3 th\u1ec3 th\u00e0nh c\u00f4ng v\u00ec nh\u1eefng l\u00fd do tr\u00ean\u00a0Tuy nhi\u00ean, \u0111\u1ec3 m\u00e0 c\u00f3 th\u1ec3 mong \u0111\u1ee3i c\u00e1c chi\u1ebfn d\u1ecbch g\u1ea7n \u0111\u00e2y gi\u1ea3i quy\u1ebft s\u1ef1 \u0111\u00ecnh tr\u1ec7 doanh s\u1ed1 c\u1ee7a Coca-Cola, s\u1ebd \u0111\u00e1nh gi\u00e1 th\u1ea5p quy m\u00f4 c\u1ee7a nh\u1eefng th\u00e1ch th\u1ee9c m\u00e0 th\u01b0\u01a1ng hi\u1ec7u v\u00e0 ng\u00e0nh c\u00f4ng nghi\u1ec7p n\u00e0y ph\u1ea3i \u0111\u1ed1i m\u1eb7t.<\/p>\n<p>Kh\u1ea3 n\u0103ng \u0111i\u1ec1u khi\u1ec3n c\u00e1c gi\u00e1c quan c\u1ee7a chi\u1ebfn d\u1ecbch n\u00e0y l\u00e0 s\u00e1ng t\u1ea1o v\u00e0 th\u00f4ng minh \u1edf m\u1ee9c \u0111\u1ed9 ngang nhau, ch\u1ee9ng t\u1ecf r\u1eb1ng qu\u1ea3ng c\u00e1o in v\u1eabn c\u00f3 vai tr\u00f2 b\u1ea5t ch\u1ea5p nh\u1eefng thay \u0111\u1ed5i l\u1edbn \u0111\u1ed1i v\u1edbi k\u1ef9 thu\u1eadt s\u1ed1.<\/p>\n<p>M\u1eb7t kh\u00e1c, \u00e1p l\u1ef1c tr\u00ean di\u1ec7n r\u1ed9ng h\u1ea1n ch\u1ebf doanh s\u1ed1 c\u1ee7a Coca-Cola ph\u1ea3n \u00e1nh kh\u00e1 r\u00f5 r\u00e0ng th\u1ecb hi\u1ebfu thay \u0111\u1ed5i.\u00a0Ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u0111\u1ec1u nh\u1eadn th\u1ee9c \u0111\u01b0\u1ee3c nh\u1eefng r\u1ee7i ro do \u0111\u1ed3 u\u1ed1ng c\u00f3 \u0111\u01b0\u1eddng v\u00e0 ho\u00e0i nghi v\u1ec1 \u1ea3nh h\u01b0\u1edfng s\u1ee9c kh\u1ecfe c\u1ee7a ch\u1ea5t ng\u1ecdt nh\u00e2n t\u1ea1o.<\/p>\n<p>N\u1ebfu c\u00e1c chi\u1ebfn d\u1ecbch v\u00e0 th\u01b0\u01a1ng hi\u1ec7u g\u1ea7n \u0111\u00e2y kh\u00f4ng th\u1ec3 xoay quanh v\u1eadn may t\u00e0i ch\u00ednh c\u1ee7a h\u1ecd, th\u00ec ch\u1eafc ch\u1eafn s\u1ebd c\u00f3 r\u1ea5t nhi\u1ec1u chuy\u1ec7n \u0111au \u0111\u1ea7u t\u1ea1i Coca-Cola.<\/p>\n<p style=\"text-align: right;\"><em>Theo\u00a0Lewis Dormer<\/em><\/p>\n<p>&nbsp;<\/p>","protected":false},"excerpt":{"rendered":"<p>Coca-Cola ch\u1ee9ng minh r\u1eb1ng \u00e2m thanh &#8211; ho\u1eb7c thi\u1ebfu n\u00f3 &#8211; c\u00f3 th\u1ec3 t\u1ea1o ra k\u1ebft qu\u1ea3 m\u1ea1nh m\u1ebd trong qu\u1ea3ng c\u00e1o \u201cTry not to hear this\u201d ( t\u1ea1m d\u1ecbch: H\u00e3y c\u1ed1 g\u1eafng \u0111\u1eebng nghe \u0111i\u1ec1u n\u00e0y) &#8211; \u0111\u00e2y l\u00e0 th\u00f4ng \u0111i\u1ec7p h\u1ea5p d\u1eabn \u0111\u1eb1ng sau chi\u1ebfn d\u1ecbch th\u00fa v\u1ecb v\u00e0 b\u1ea1n s\u1ebd kh\u00f3 t\u00ecm [&hellip;]<\/p>","protected":false},"author":4,"featured_media":6388,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"footnotes":""},"categories":[74,128],"tags":[654],"class_list":["post-6387","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","category-chia-se-kien-thuc","tag-case-study",""],"_links":{"self":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/6387","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/comments?post=6387"}],"version-history":[{"count":3,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/6387\/revisions"}],"predecessor-version":[{"id":9348,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/6387\/revisions\/9348"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/media\/6388"}],"wp:attachment":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/media?parent=6387"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/categories?post=6387"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/tags?post=6387"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}