This is the blog equivalent of standing outside the Coca Cola headquarters, megaphone in hand, hoping some mildly curious or even slightly annoyed executive will give ear to this passionate consumer pitch. Think of this as a reverse consumer generated idea campaign, initiated by the consumer to get the attention of the company, instead of the other way around. Now, I could use some assistance, so anyone willing to help amplify this campaign (please feel free to submit your own ideas and feeback as well), your participation is encouraged and appreciated.
Here's the skinny. I am a huge fan of Coke Zero. Grew up drinking Coke (Classic), but as I aged, found the heavy sugar content helped make me heavier than I prefer. Diet Coke never appealed to me, so when Zero launched, my ship came back in. Tastes like regular Coke, even better I'd argue, with no calories because it uses Splenda. However, sometimes I'd like a little more 'pop' in my pop. Pepsi offers Diet Pepsi Max, with additional caffeine and genseng. But there's not an equivalent for Zero fans. So in the spirit of open innovation, where ideas originate in the village, outside company (castle) walls, I propose that Coke do the following:
Launch a new drink called Coke Zip.
Let me explain, with help from the diagram to the right. Coke Zip would taste like Coke Classic, like Zero does, with no calories, using Splenda. In addition, it will have extra caffeine and one or more natural supplements like genseng, maybe vitamins to differentiate it from Diet Pepsi Max. The added ingredients will give the drink KaPow!, thus the name Zip. And (here's the big branding bonus) Zip also means "nothing", "nada", "zilch", as in zero calories. The name is a short, catchy, Two-For-One: no calories (Zip) so you're light on your feet, and extra energy (Zip) so those feet will take you farther, all with the great taste of Coke Classic.
I've always loved the idea of creating ideas and pitching them to companies - unexpected ideas that just might be worth implementing. We all have them, right? Walking down the street, interacting with various businesses, we think to ourselves "why don't they do such and such", or "why doesn't someone try this instead...". So when I stumbled across an Open Innovation platform called Fellowforce.com (which I am now affiliated with), I got really excited. Here's a cutting edge Web 2.0 business that's all about connecting consumers and their ideas with any company or organization around the globe. It's about the consumer, the little guy with a big idea, storming corporate walls to say "look what I have". Many companies have already figured out that the fast evolving and distruptive digital age we're in requires a new emphasis on innovation. It's in that spirit that I write this post, and plan to write many more.
I really am a huge fan of Coke, but when I tried to find a way to submit my idea to them, I discovered how high the walls to open innovation can be. I finally located a Coke website where you can submit consumer generated ideas. But here's the disclaimer:
Each year The Coca-Cola Company, its divisions and subsidiaries (collectively, the "Company") receive a large volume of unsolicited communications from people outside the Company containing ideas or suggestions that the submitters believe may be of value to the Company. While the Company appreciates these suggestions, we must adhere to a long-standing policy. Our policy prevents us from considering ideas related to advertising, formula modifications to any of our existing products and recurrent concepts we have previously considered. If you believe your idea is not in one of these excluded areas, feel free to proceed to our submission form. Furthermore, this policy requires that submitters agree to our Terms and Conditions before we can give consideration to their ideas.
Talk about throwing water on any fire in your creative belly. In other words, don't waste our time. Sheesh. Who knows how many people might have interesting ideas, for Coke or any other company. The least companies can do, for their own sake and to generate goodwill, is to have a place on their main websites to enable and encourage innovative ideas (the Fellowforce Innovation Box, which is free right now, is great for this). What's the worst that can happen? You get ideas and decide not to implement them? And what if you get a great idea? You use it, it helps the bottom line, and you reward and celeberate the consumer who submitted it, which is great PR, and which helps generate more consumer interest in and enthusiam for your brand. Lots of companies, many spotlighted in this blog, hold user generated video contests (Swiffer, Heinz Ketchup to name two). But how many ask for your ideas ... and not just your love letter videos about products (ideas) the company came up with? Coke, do you really think you have a lock on all the good ideas? If you don't like my Zip idea, I'm sure a reader of this post has an idea you might find interesting.
Footnote: I submitted my Zip idea to the Fellowforce.com Fellow Forum a while back, a place where anyone can submit an idea and get ratings and feedback from other consumers. Currently, the Zip idea ranks number one. Go here to see ideas in the Forum, and to submit your own. And let's storm some castles together.
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