During the ?Innovation Insights: Connecting Compelling Brands? presentation at the conference, the executive explained how Coca-Cola greatly values its partnerships to further innovate and create meaningful marketing. Its recent partnership with Misfit to create a version of its fitness monitor that represents Coca-Cola showcases how much the brand does value collaborations. 

The way we approach these partnerships and how we can also create value for misfit through what we call love and collision," said Bachir Zeroual, global director of marketing ventures atThe Coca-Cola Company, at The Coca-Cola Corporation. "Love is obviously love of the product and love of the partnership, but also collision of partnerships.

"So across the company we have been building innovation for a long time," he said. "The reason why we have been in business for 125 years is because we have been innovative, but we have never innovated on our own, it always came through a partnership.

"That is what drives mostly for us, from a marketing perspective."

Misfit is a hardware company based out of California that focuses on sensor technology and wearables. The products range from sleep monitors to fit monitors. 

The Mistfit Shine is one of its products that is an activity tracker that integrates with a mobile app. Coca-Cola partners with this particular product and has included it in its rewards program for customers to win by accumulating points. 

Mr. Zeroual stressed how important collaborating with other brands and companies is to develop innovative products and marketing tactics. With Misfit, Coke thought it would be a ideal manner of furthering its authentic image. 

"The beauty of it is when you create collisions," Mr. Zeroual said. "You bring FIFA as an institution and Misfit in the same room and see how that creates fantastic ideas and great energy. 

"That is the beauty of how we connect with our partners," he said. "I think we bring value to our partners and Misfit is creating those collisions, creating those moments of creativity that can only happen at certain times."

An interesting note is that soda and beverage products have been scrutinized recently for its unhealthy ingredients. In todays beverage industry it is imperative to focus on a healthy image and nutrition details. 

Coa-Cola partnering with a fitness tracker assists the brand in generating a healthier image. Whether the brand is healthy or not is not relative, just by becoming apart of the fitness world and introducing the brand image in this area will create this healthier representation in the minds of consumers. 

The Misfit Shine is available in what is named as Coca-Cola red. These two brands are not the only companies collaborating in this partnership. 

The Coca-Cola red Mistfit Shine became available in Apple stores, which is the first time the beverage brand was able to be apart of anything sold with Apple. 

FIFA also became involved in the partnership by advertising the product at the World Cup. 

The beverage brand is well aware of how important these collaborations are and focus on it in its business model. Its main advertising focus is on spreading love and happiness and the company firmly believes these partnerships coincide with that. 

Mr. Zeroual stressed that the company loves Misft and its partners and is cognizant of the fact that many of its innovations would not exist without these collaboration.

"Helping misfit to get to some of our customers, to get into some of our markets and launching in those markets and misfits helping us a lot by getting our message out through the brand perspective, that is how we really drive our growth in love and collision," Mr. Zeroual said. 

Final take
Brielle Jaekel is editorial assistant at Mobile Marketer