On a New Jour­ney

Coke tries out ‘brand jour­nal­ism’ and brings e-magazine ‘Jour­ney’ to In­dia.

The Brand Reporter - - ADVERTISING -

Re­cently, Coca-Cola In­dia an­nounced the launch of ‘Jour­ney’, a dig­i­tal magazine. Says the brand team in a press re­lease, “The pre­vi­ous web­site is now suc­ceeded by a dy­namic and mul­ti­me­dia-rich re­spon­sive dig­i­tal plat­form that shares Coca-Cola sto­ries in an in­ter­est­ing and en­gag­ing man­ner...”

The note goes on, “...Coca-Cola In­dia’s Jour­ney is on a mis­sion to un­ravel un­told ed­i­to­rial gems from the world of Coca-Cola in In­dia and else­where. This valu­able dig­i­tal prop­erty main­tains a fine bal­ance be­tween great user ex­pe­ri­ence, sim­ple func­tion­al­ity, and eas­ily dis­cov­er­able com­pelling con­tent.”

The con­tent com­prises ar­ti­cles, in­fo­graph­ics, blog­posts, pic­tures and videos.

“The home page lists var­i­ous sec­tions con­tain­ing brand-re­lated in­for­ma­tion, opin­ions, sto­ries about the lives of peo­ple and com­mu­ni­ties that the com­pany has touched and much more. It also con­tains a sec­tion on the rich her­itage and re­mark­able his­tory of the com­pany. Then there are top songs from Coke Stu­dio, be­hind-the-song sto­ries, and quite a bit that fans would like to know about their favourite Coke Stu­dio artistes. What’s more, there are fun facts and amus­ing trivia about the com­pany and its loved brands. Plus there are recipes that can be tried us­ing qual­ity prod­ucts from the com­pany,” says the brand team.

Though new in In­dia, the brand has ex­plored this dig­i­tal magazine for­mat across other mar­kets in the past. “Over the last three years, the Jour­ney fam­ily has grown to 20+ sites, span­ning more than 30 coun­tries around the globe and 14 lan­guages. These coun­try and re­gional sites share a sim­i­lar look-and-feel with our flag­ship site, but are pub­lished in the lo­cal lan­guage and pro­duced by lo­cal Coca-Cola com­mu­ni­ca­tions teams for lo­cal read­ers,” says the team in a re­cently pub­lished ar­ti­cle on its e-magazine.

In the same ar­ti­cle, un­der a sub-head ti­tled ‘The In­dian Jour­ney’, the copy reads, “After launch­ing in over 30 coun­tries, Jour­ney has come to In­dia in 2017...”

The ar­ti­cle goes on, “Jour­ney was orig­i­nally a quar­terly in­ter­nal magazine the com­pany pub­lished from 1987 un­til 1997... Jour­ney’s peo­ple-driven fea­ture sto­ries, pro­fes­sional pho­tog­ra­phy and glossy, high-end pro­duc­tion made it a hit with as­so­ci­ates world­wide in the pre-In­ter­net era...”

When the time to re-launch the brand’s of­fi­cial web­site came, “Coke’s dig­i­tal com­mu­ni­ca­tions and so­cial me­dia team de­cided to bring back the name as a mod­ern ver­sion of the orig­i­nal con­cept.” ■

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