Posted by Gina Schauffer, editor, Coca-Cola.co.uk
Things are fizzing here at Zone, following our re-launch of Coca-Cola’s corporate website. The site - launched initially as a beta - replaces a number of existing Coca-Cola websites with a single digital hub, creating a comprehensive source of information, articles, interactive tools and videos.
For me (as editor of the site) and the rest of the Zone team, the biggest and most interesting challenge has been the primary target audience: mums. Not a market you’d necessarily think would be interested in the stories behind Coca-Cola drinks – but as the person usually responsible for key household purchasing choices, it's Mum who gets to decide what’s poured into your glass with dinner.
With this market in mind, the stories we’ll be telling will focus on health, nutrition and the environment – all key areas of concern for the head of the family. From the Coca-Cola community initiatives in Africa, to the ongoing work the company is doing to reduce their products’ carbon footprint, we’ll be highlighting the often surprising schemes and stories behind the company.
Not forgetting the iconic Coca-Cola design and advertising heritage that appeals to mums, dads and everyone else, we’ll also be focusing on the history of this much-loved company and the world’s favourite drink.
From a techie point of view, we’ll also be optimising all our content to improve Coca-Cola’s natural search rankings and to help consumers find information about Coca-Cola brands pronto – no more random sites spouting dodgy science coming top in your Coca-Cola search.
And most excitingly for us as a team, we’ll be looking to get the message out there way beyond the Coca-Cola website, using social media to engage with mums in innovative and interactive environments. From Twitter to Facebook apps and viral videos, we’ll be thinking big to keep the Coca-Cola message bubbling away.