Coca-Cola endorses new Experiential code
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Coca-Cola Great Britain has welcomed the launch of a new Experiential Marketing Code of Conduct in the UK, and will be requiring all its marketing agencies to abide by the new rules.
The Experiential Marketing Code, which launches today, was developed to further strengthen the protections for consumers and marketers offered by the UK’s advertising self-regulatory system.
Paul Dwan, assets and experiential, Coca-Cola Great Britain, comments: “We’re pleased to have been working with the IPM to develop and launch the new Experiential Marketing Code of Conduct in the UK, advancing the regulations that are in place within the industry. Experiential and sampling activity is a big part of Coca-Cola Great Britain’s marketing strategy, across our portfolio of brands. We take our products to the hands of consumers in new and exciting ways to drive brand engagement as well as product trial, and we look forward to continuing to do this under the new code.”
Mike Hughes, director general of the Incorporated Society of British Advertisers (ISBA), the representative body for the UK’s client companies, says: “Self-regulation needs to constantly adapt to embrace emerging channels of marketing communications with consumers, and the Experiential Code is a valuable complement to the UK Advertising Codes in this regard.”
Experiential Marketing is a new and still evolving discipline, and marketers at both client companies and agencies were concerned that is not fully covered by the existing rules, known as the CAP Code. The new Experiential Code was drawn up by a working group created by the Institute of Promotional Marketing, after representations from Coca-Cola Great Britain and other interested parties. This group included client, agency and staffing supplier members, and consulted with a range of other industry bodies, many of which had direct input into the resulting Experiential Code.
Bob Suppiah, chairman of the IPM, says: “The UK leads the world in marketing precisely because we have a strong self-regulatory system. We constantly look for any gaps in this system and work together to address them.”
