alt Hacker NewsCoca Cola actually have to run ads to stay relevant. War in Ukraine provided nice experiment - Coca Cola stopped all advertisement in Russia in 2022 and results are in.
- Feb–Mar 2022 (before full production/marketing stoppage): RosIndex reported that 94.3% knew the Coca-Cola brand.
- 2023 (roughly a year after global brands stopped producing in Russia): 88.6% of consumers knew the Coca-Cola brand.
5.7% drop in recognition in one year translates to billions of losses if scaled to US market. So yes, Coca Cola has to constantly run ads.
Replies
If Coca-Cola both stopped advertising and stopped officially selling their products (and permitting their import) in the region, then this doesn't prove what you claim it does. Disentangle the two things, and then we can draw some conclusions.
That's probably due to the fact that a good portion of consumer aged Russians are pushing up daisies in Ukraine this spring...
This is hard to believe without an underlying theory of what's happening. Did teens not know about Coca Cola and are now part of the survey? Was there rural to urban migration?