WebTherefore, with its Share a Coke Campaign, Coca-Cola determined to conquer two main objectives: Engage with young Australian adults differently by talking to them through the Coca-Cola brand. The second agency to pitch sold to us with a standout visual a wall ofCoca-Colacans stacked horizontally, each with a name written in the Spencerian typeface. There is also a new Share A Coke UK website and an associated Facebook app, where people who cannot find their names printed on labels can create a virtual personal can, the company explained. WebFor our first TV ad, we asked people who theyd most like to share a Coke with, which sparked fans to do the same on social media. Despite the success, more can be done to improve the results of the marketing communication. Coca-Cola has for many years dominated the worlds soft drink market in terms of sales. JR: We intentionally seeded the campaign with opinion leaders and influencers to get them to them lead the conversation and encourage others to seek out Share a Coke for themselves. 346, p. 494. Share a Coke 1 July. Most of them are also Cokes loyal customers and would be pleased to see the brand succeed. Cokes Share a Coke Campaign: An Integrated The Coca-Cola Company was worried that the group would not readily welcome the marketing communications. The campaign made Coke unique and to stand out not only from other brands manufactured by competitors but also those owned by the Coca-Cola company itself. For example, it helped to deal with the problem of low sales volumes. Catch up on the latest Coca-Cola news from around the globe - from exciting brand innovation to the latest sustainability projects. More generic names, such as bro, mum, and dad are also expected. In an effort to appeal to millennial consumers, Coca-Cola (2019, July 1). 2011). It is expected that higher sales volumes will be recorded with the implementation of the second phase of the campaign (Tanne 2013). The market is divided into Cola products and non cola products. Coca-Colas Share a Coke campaign was pure marketing genius. Compared to traditional channels, such as television adverts, the use of E-based marketing techniques allowed customers to give feedback (Hastings, Angus & Bryant 2011). Coke banked on the idea that people find personalization downright irresistible. IvyPanda. Celebrities were picking up the bottles and talking about them without any formal connection to us. In the budget, we will assume that at least half of the customers who will share their experience in the social media. Share a Coke showed that this new landscape was here. Coke needed to adapt to this changing environment and needed a campaign that would encourage people to connect with the brand both online and offline. The following year we introduced the The campaign earned a total of 18,300,000-plus media impressions. Share a Coke is a multi-national marketing campaign of Coca-Cola. For Coca-Cola, this is the major period when the company was making its largest sales so far. The Coke marketing communication has also been vital in the development of the brand strategy, promoting the sales of Coke products. The next phase of the Share a Coke campaign will involve the use of generic names, such as dad, mum, bro, wingman, and bestie to brand the Coke packaging materials. Share a Coke To begin with, the use of generic names would be expected to produce better results since more people could associate with them. The brand popularity made it easier for the company to reach its target audience. IvyPanda. Hector's Blogposts, Week 10 Digital Campaigns and IMC; New Ways of Connecting with Customers Darrenongws's Blog, Integrated Marketing Campaigns The Key Building Brand Awareness Thoughts on Digital Marketing, How Custom Labels Can Help Your Business Stand Out | Safe Ship, Product Packaging Virality: Viral Marketing Examples in Packaging - Meyers, Coca-Colas viral marketingMore audience Social Media Marketing, Digital Marketing World Forum (#DMWF) Global, Case study: how investigation and analysis delivered an experiential first for Mitsubishi Motors, A virtual International Rose Garden Festival, creating a personalised virtual Coke can to share with a Facebook friend, and. Creating a personalised experience for consumers is a key strategy for many brands these days. Keller, K 2012, Strategic brand management: building, measuring, and managing brand equity, 4th edn, Prentice Hall, London. The Coke brand has dominated the world soft drink market over the years. The Share a Coke campaign carried with it a very clear message. The personalization went beyond names and included popular jargon used by the millennial demographic, including Bestie and Wingman. Over the past few years, there has been a decline in the demand and popularity of Coke products. The resulting campaign, known internally as Project Connect based on its ambition to both strengthen the brands bond with Australias young adults and inspire shared moments of happiness in the real and virtual worlds became known as Share a Coke. The first-of-its-kind campaign celebrated the power of the first name in a playful, social way by swapping out Coke branding on bottles and cans with the 150 most popular monikers in Australia. The shortage and unavailability of many names also had a negative effect on the gift-sharing culture that the Coca-Cola Company had attempted to create. LA: It was a 151-word mass reappraisal brief. They were also vital in influencing the decisions of opinion formers. The digital experience enabled people to send a virtual Coke to someone else via Facebook. The Coca-Cola brand has been the most affected (Tanne 2013). LA: We were surprised by the degree to which consumers played with the idea and made it their own. Prior to campaign launch, Coke bottles with names on them began appearing in fridges across Australia, allowing consumers to discover the names on-pack themselves, sparking online conversations and media interest. [12] Additionally, Coca-Cola collaborated with McCann and Score a Score to create over 1000 unique songs based on names found on bottles of Coke. "The Share a Coke Marketing Communications Plan." It will forces on customers of all demographics. WebYou must have heard about the "Share a Coke" campaign, a viral marketing campaign that was launched by the Coca-Cola company in 2011. 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. What is Coca Colas financial objectives? Coca-Cola's "Share a Coke": Coca-"Share Cola's a Coke" campaign urged consumers to engrave their names or the Koppe, S 2012, A moderate eclecticism: ontological and epistemological issues, Integrative Psychological and Behavioural Science, vol. Share a Coke: The Groundbreaking Campaign from 'Down Under' When people were successful in finding their name on a bottle, they were encouraged to share their find on social media using the hashtag #ShareaCoke. Those names that were popular in one region were also not necessarily popular in another. Turkey projected a virtual vending machine on a wall over Valentines Day to entice couples walking by. Amsterdam opened a pop-up store that exclusively sold personalized bottles and cans of Coke. This website uses cookies so that we can provide you with the best user experience possible. During last summer, the company launched one of its most successful campaigns dabbed Share a Coke. student. WebWhat is Share a Coke? The marketing communications plan used in the Share a Coke campaign consist of four major components. In order to deal with the shortcoming, I recommend that the Coca-Cola Company should personalise coke brands based on the demographic factors identified in a particular region. JR: The overwhelming demand for the personalized cans surprised us. Through the use of effective marketing communications, Coke was able to achieve its brand strategy. Agencies: Naked Communications, Ogilvy, Wunderman, Ikon, Fuel, Urban, Momentum, One Green Bean. As a result, most marketing efforts by the company have focused on the brand. People would scour retail locations and even resort to eBay in the hopes of finding their name or a friends name on a Coke bottle. The popularity of these brands had resulted in a decline in the consumption of Coca-Cola brands among them Coke. They would serve as opinion leaders in the campaign. Coca-Cola dedicates Share a Coke to everyday heroes Social media chatter and media coverage blew up. We replaced our iconic logo with some of the nations most As such, it is important in sales promotion. 2 And indeed, it worked! In terms of the customer context, the marketing communications used were aimed at targeting loyal Coca-Cola customers. The main lesson to be learned from the success of Cokes Share a Coke campaign: people love personalized products when it is unexpected. It will continue until the end of the year. The main reason is that the summer season, as there is an increase in sales for soft drinks. Coca-Cola wanted a core idea that would reunite Australians with the idea of getting together and sharing a good time over a Coca-Cola. ", https://en.wikipedia.org/w/index.php?title=Share_a_Coke&oldid=1145970810, Creative Commons Attribution-ShareAlike License 3.0, This page was last edited on 22 March 2023, at 01:04. WebWith the Share a Coke Campaign, Coca-Cola set out two main goals: (1) to bring the brand closer to Australian young adults and (2) to inspire both real and virtual shared moments of happiness. The TVCs, which featured a montage of volunteered photos of real people who shared that name, first aired across the biggest weekend in Australian sport during the AFL (Australian Football League) and NRL (National Rugby League) grand finals, reaching 30% of the population. De-influencing: an opportunity or a threat for brands? WebThe first-of-its-kind campaign celebrated the power of the first name in a playful, social way by swapping out Coke branding on bottles and cans with the 150 most popular monikers in Australia. The integrated marketing technique using several avenues created a Jackson-Pollock effect that (successfully) splattered the campaign on every available surface. After 65,000 people got their say, Coke bottles with 50 new names were released. Coke is big enough to pull off an idea like this, which speaks to the iconic nature of the brand. This means that every time you visit this website you will need to enable or disable cookies again. The first Share a Coke campaign started in Australia in 2011. The framework seeks to assess the effectiveness of a marketing communications based on its intended uses which include differentiating, reminding, informing, and persuading. However, the campaign is not sustainable in the long-run since it is difficult for the company to determine which personalised brands are selling more than others (Holm 2013). The company will also be in a position to market the various Coke products based on their demand (Hollensen 2010).