Currently there’s a rising discussion about branded content in Germany. Marketers are constantly facing the same question: “How clearly do we have to mark a content piece as advertising, when this one is showing a brand or a product?”

This is has been an on-going question for the German public TV channels under public law for years. But lately this has also become a relevant topic for internet marketing specialists. Some believe that this questioning is related to the public TV channels, losing more and more market shares to private online content, especially among young target groups.

We took care of this problem by clearly marking our content pieces as branded content from Coca-Cola, without adding excessive branding or clear product shots.

For the 100th anniversary we created an outdoor poster which shows the Coca Cola bottle without actually showing it.

In just 10 days, Ursula’s film reached 4,092,896 views, 2,409,733 PR contacts, 56,213 likes and 9,081 shares. Ursula’s story inspired many others, and instead of the expected 25,000 wishes, more than 60,000 wishes were submitted on Coke.de. The campaign generated a volume increase of 2.3 during the Christmas season, underlining our status as the official brand of the most beautiful of seasons, strengthening the connection with our consumers.