“Coke deckt den Tisch” (“Coke sets the table”), Coca-Cola’s new campaign in Germany, brings the whole family back to the table and successfully communicates that Coca-Cola is a perfect drink to serve at mealtime.
Families tend to come together during economic downturns and uncertain times, and they’re more likely to do so at home, since people are dining out less often. A recent survey by TNS Infratest on behalf of Coca-Cola confirmed this and also found that in Germany almost half of Coca-Cola drinks are served with food. And 40 percent of these drinks are consumed at home. The survey also found that 95 percent of families want to spend more time together and more than two-thirds want to eat at home together more often, but only half do so.
The DIY category tends to benefit from downturns, since many people prefer to save money by doing repairs and renovations themselves. Plus, since people tend to cocoon rather than go out, they want to make their homes as pleasant as possible—focusing on family needs and the home is seen as a solid investment.
So bauMax, an Austrian-based chain in Central and Eastern Europe that’s akin to Home Depot, was clever to revive its Selfman hero, who guides ambitious DIYers via a series of How-To videos. Each video segment is several minutes long and embeds advice and instructions within a humorous plot; a handy list of tools needed for the project is also included. The result: While the DIY industry in Austria had a sales decline of 1.6 percent between September 2008 and June 2009, bauMax sales increased 1.5 percent.