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Cell Phone Jingles that Sell

November 3, 2003 - Redlands, California

Coca-Cola is now trying to induce teenagers in Japan to buy more soda by allowing them to receive a download of a company jingle for their cell phone ring tone. Coca-Cola has developed C-mode wireless vending machines to draw on Japan’s increasing obsession for cell phones. Coca-Cola is using such techniques to overcome the decline in growth in its second most popular area. As the population of Japan ages, 50% of the population will be over the age of 50 by 2025. Coca-Cola fears losing its prime demographic, those under thirty who spend freely on soda ad coffees. Vending machines’ share of sales dropped from 36% in 1995 to an estimated 32% for this year. Supermarkets are taking away the profits that were gained by vending machines and other food corporations.

*The Wall Street Journal, September 8, 2003

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