Coba Uses Social Media for Rebranding

Precision advertising agency, Sensis, recently launched a social media campaign promoting Cobá, a maker of naturally sweetened aguas frescas. The brand launched as Bonadea, but changed to Cobá, which means “waters stirred by wind.” Cobá is also a Mayan city near the Caribbean Sea.

Drink Coba

Drink Coba

Campaign Idea & Objectives:

Sensis launched a social media-based ad campaign promoting the change to Cobá and aimed at expanding the 2-year-old beverage company’s loyalty base by introducing its drinks to an audience eager to taste something authentic.

Cobá fans on Facebook (http://www.facebook.com/drinkcoba) and followers on Twitter (http://twitter.com/drinkcoba) will be able to participate in contests for prizes. Los Angeles locals can use Foursquare to find Cobá and the authentic flavors it compliments.

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What Color Is Your Bra? — Learn Social Media By Example

Breast cancer is an uncontrolled growth of breast cells. According to the Mayo Clinic, “Breast cancer is second only to lung cancer as a cause of cancer deaths in American women.”

Just think about the many things that might cause the wear and tear that leads to abnormal cell growth—pollutants, hormones, pesticides, smoking, alcohol use, obesity, stress….” Marisa Weiss M.D., president and founder, breast radiation oncologist, Philadelphia, PA (Learn more)

In order to help spread awareness of this life-threatening disease, this campaign was initiated. Although the campaign’s origins are yet unknown to us, “What Color is Your Bra?” simply urged women to post their bra color on Facebook.

Campaign Objectives & Goals:

In January 2010, many men started wondering why many of their Facebook female friends were putting different colors as their Facebook status updates. No one knew it then but it was a discrete shout out to women all over the world. The shout out was for breast cancer awareness!

Facebook Bra Color Updates

A blogger for awareness of breast cancer reported the following: “I was confused all morning,  figured I’d sort it out sooner or later… So, like every good Facebooker, I played along by peeking in my shirt and updating my status: Beige. What I turned up on the Internet is that the purpose of this color thing is to simply raise awareness of breast cancer“.

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Dove Self-Esteem Campaign — Learn Social Media by Example

Learn more about conducting successful social media campaigns through this amazing campaign executed by Dove: The Self-Esteem Fund.

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