It’s summertime. I know this for two reasons: It’s hot and I’m hearing more Coke commercials on the radio.
Whenever I hear Coca-Cola jingles on the radio, my mind goes back to the mid-1990s and the “Always Coca-Cola” campaign.
Those were my radio days and I distinctly remember the Coke commercial reel at the station. I was still doing production grunt work and I had to dub the Coke commercials we needed off the 7-inch reel (which I’m sure was half track stereo tails out at 15 ips) onto a cart for use on the air.
The reel had a lot on it. There was the standard jingle, but the reel also had about 20 different tracks in :30 and :60 versions. There were different cuts for different radio station formats. It was essentially the same jingle that had been remixed as a country version, an urban one, a rock mix, etc.
I found all those customized cuts remarkable at the time because it helped us keep the format of the station on track even during stop-sets. But looking back with branding and advertising strategy in mind, there’s a good lesson there for any business. Customize your message for your audience.
In the nineties, only companies like Coca-Cola could work on that level of customization with mass media. Today with targeted keywords, landing pages, social media channels, and much more; anyone can do it. It’s lazy not to customize your marketing.
Also looking back, I wish that I had lifted one of those reels out of the station. It would have been a unique piece of Coke memorabilia. I’m sure it stayed in the production filing cabinet until I probably threw it away when we moved the studios.
http://player.soundcloud.com/player.swf?url=http%3A%2F%2Fapi.soundcloud.com%2Ftracks%2F17057140(side note for the observant reader: Why is this version only :48 instead of :60? It’s for the local station to drop a :12 tag at the end.)