Background to the campaign Share a Coke, created by
Ogilvy & Mather Sydney
, launched in Australia in 2012. The integrated campaign was launched in Britain on 29 April 2013 and ran until the end of the summer. The soft drink giant replaced its usual branding with 150 of the UK’s most popular names.
Coca-Cola created
a powerful Call to Action
in the campaign. The campaign name ‘Share a Coke’ was a Call to Action. It made people purchase Coca-Cola and share their memorable moments with their friends and family on social media.
The ‘Share a Coke’ campaign first launched in Australia in 2011, and involved changing the traditional wrapping around the Coca-Cola bottle to say ‘Share a Coke with…’ and a popular name. The purpose of the campaign was
to create a more personal relationship with consumers and inspire shared moments of happiness
.
The Share a Coke campaign was a groundbreaking Marketing success. … To better reach its target audience, Coca-Cola
released coke cans and bottles with the 250 most popular
names of each country, and printed them out on the labels.
The primary campaign objective was simple:
increase consumption of Coca-Cola over the summer period
. The secondary objective was to get people talking about Coke again. The campaign needed to make consumers see Coke in a way that would encourage them to actually consume the product, not just love the brand.
You can even find popular nicknames like ‘
Bro’, ‘Sis’, ‘Princess’, ‘Bogan’ and ‘BFF
‘ or even ‘The gals’ and ‘The boys’. “Introducing nicknames to Share a Coke is a way of celebrating Australia’s tongue-in-cheek and easy-going attitude, while also appreciating what makes us unique as a country,” said Jason.
The ‘Share a Coke’ campaign first launched in Australia in 2011, and involved changing the traditional wrapping around the Coca-Cola bottle to say ‘Share a Coke with…’ and a popular name. The purpose of the campaign was
to create a more personal relationship with consumers and inspire shared moments of happiness.
In 2016, the company replaced people’s names with lyrics from 70 popular songs including Lean on Me and We are the Champions. In 2017, the campaign returned to the US with a new variant;
holiday destinations
.
Since the
Share a Coke campaign
had been a global success, the brand decided to adapt it for a younger
audience
. The
campaign
was further adapted as a mobile
campaign
that would
target
Mexican teens and young adults.
Target Audience
: Millennials are globally connected through their mobile phones.
Is Coca-Cola the most recognized brand?
Photo: The Coca-Cola Co. LONDON —
Coca-Cola ranked as the strongest brand in the United States
, according to Brand Finance, even though its brand value decreased 13% to $33.2 billion.
The Sweet Taste of Success
The impact of the “Share a Coke” campaign was nothing short of astounding. …
378,000 Coke cans were printed at kiosks, and overall sales increased by 3%
. On social, 76,000 virtual Coke cans were shared, Facebook traffic increased by 870%, and 170,000 tweets were made by 160,000 fans.
What is the target market of Coca-Cola?
Coca-Cola takes every customer as target and potential who is thirsty.
All age groups are
being targeted but the most potential is the age group from 18-25 that covers around 40% of total age segment. Age: The target market for the Coca-Cola is based on age.
What is Coca-Cola advertising strategy?
Having a marketing strategy uniquely designed for the company has given it a huge boost at increasing global brand recognition. Like other companies, Coca-Cola bases its marketing strategy on the well-known marketing mix of the “4Ps”:
Product, Price, Promotion, and Place
.
Why is Coca-Cola successful globally?
A significant part of Coca-Cola’s success is
its emphasis on brand over product
. Coke doesn’t sell a drink in a bottle, it sells “happiness” in a bottle. … Instead, Coke aims to sell consumers the experience and lifestyle associated with its brand.
What is Coca-Cola’s strategy?
Coca-Cola is evolving its business strategy to
become a total beverage company
by giving people more of the drinks they want – including low and no-sugar options across a wide array of categories – in more packages sold in more locations.
How was Coca-Cola named?
Pemberton’s recipe contained cocaine in the form of
an extract of the coca leaf
, which inspired the “Coca” part of the beverage’s name. The “Cola” comes from the kola nut (which contains caffeine, another stimulant). When Coca-Cola was invented, cocaine was legal and a common ingredient in medicines.
