There’s probably very few people on the planet who don’t know what coke looks or tastes like. So their marketing is going to be very different from everyone elses, particularly most of us in travel who are trying to build brand awareness.

Over the years their marketing has tried to reinforce a fairly false, sanitised “coca cola world”. It is more about reinforcing brand image than trying to sell a million more cans of coke. So I’m not sure really how their marketing really relates to the travel world because they are so unique.

They’ll throw about .001% of their promotional budget on this and it will be a qualified success because it will be advertised on a squillion coke cans.

If anything exciting is going to happen in social media it’s not going to come from the likes of Coca Cola. Not really sure what it has to do with travel either!

Chris and William: We have to stop meeting like this. That way I won’t get as confused:)

I was also thinking that they should reach out to every country and organize meet-ups, ask for ideas, maybe even use local tour guides or couch surfing members for accommodation. That way you truly build local engagement and a community.

And how will Coca-Cola handle it if the ambassadors get into a real dialogue with local people about company policies etc?

Will it be transparent if Coca-Cola’s real goal is to protect and expand the brand?

We’ll see.

But they could also use the campaign to do some good in the poorest countries by volunteering in communities, teaching in schools or promoting tourism experiences for economic development for example.

Being active in these countries, Coke must be very aware of these challenges. But time will tell I suppose.