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.
Why did the Share a Coke campaign work
POWERFUL STORYTELLING: The “Share-A-Coke” campaign was built around a powerful story themecommunity. The concept of sharing is very community/family-centric.
It allowed people to connect with a story of love, acceptance and understanding. It created a global family.
Why did consumers like the Share a Coke campaign
We gave consumers an opportunity to express themselves through a bottle of Coke, and to share the experience with someone else.
The fact that your name is on a Coke bottle, it can’t get more personal than that!
The campaign capitalized on the global trend of self-expression and sharing, but in an emotional way.
Was the Share a Coke campaign successful
The result was that 1.25 million more teens tried a Coke during the following summer and sales of participating Coca-Cola packages rose by a phenomenal 11% in the US.
‘Share a Coke’ in the US was more successful in driving sales than in any previous market that had run the campaign.
Who created Share a Coke campaign
In the year 2012, Coca-Cola had teamed with Oligvy and Mather Australia who were advertising agency partner, to launch their ambitious digital media campaign named ‘Share a Coke’.
The campaign was first launched in Australia in 2012 and the later in Britain in 2013.
How did Share a Coke campaign affect Coca-Cola
In June of 2014, Coca-Cola launched their “Share a Coke” campaign in the U.S. with tremendous success, achieving a 2% increase in soft-drink sales, increasing Coke consumption from 1.7 to 1.9 billion servings per day, and making #shareacoke a No. 1 global trending topic on social media.
Who was the target audience for Share a Coke campaign
Understanding the Audience Their target audience of young adults wanted a drink that was able to quench their thirst.
But by putting in the weeks of research, Coca-Cola discovered that there was a much deeper factor influencing their purchase behaviour: a sense of belonging, self-expression and storytelling.
What was the purpose of the Share a Coke campaign what measure did the company implemented to meet its objectives
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.
When was the Share a Coke campaign launched in the US
Atlanta, June 10, 2014 – Coca-Cola’s summer campaign extends an invitation to America to ‘Share a Coke. ‘
For the first time in the U.S., Coca-Cola is personalizing the sharing experience by swapping out some of its iconic logos on 20-ounce bottles for 250 of the nation’s most popular names among teens and Millennials.
Who did the Share a Coke campaign target
This was the first time Coca-Cola created a campaign specifically for a Mexican audience.
Reaching a broad audience with varying degrees of mobile needs was challenging, but Coca-Cola was successful by using YouTube, the second biggest online channel and the No. 1 entertainment reference in Mexico, as its platform.
How successful was the Share a Coke campaign in UK
The volume (number of litres) of the drink sold leapt 2.9 per cent to 272.17 million.
The increases contrast sharply with the same period last when value and volume sales fell 2.2 per cent and 5.8 per cent respectively.
The brand appears to have gained at the expense of its great rival, Pepsi.
How much did Share a Coke campaign cost
The first Share a Coke campaign started in Australia in 2011. The original budget was $3.3 billion, but the advertising budget has increased by $1 billion the following years due to success.
After the success of the campaign, it spread to other countries. The United States released the campaign in June 2014.
How many names are in the Share a Coke campaign
The campaign, which uses a list containing 250 of each market country’s most popular names (generic nicknames and titles are also used in some cases), aims to have people go out and find a bottle with their name on it, then share it with their friends.
What was Share a Coke target audience
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.
What management lessons can we gain from the Share a Coke campaign?
- Research Your Target Market
- Connect with Your Audience on a Personable Level
- Let Consumers Drive Your Success
What management lessons can we gain from the Share a Coke campaign
Make it personal. The tremendous power behind this campaign lies in the fact that it connects directly with customers.
It’s personal. Customers connect immediately with the Coca-Cola brand when they see their own names printed on the sides of the bottles and cans that they are drinking from.
When was Share a Coke campaign launched in India
What started as a 2011 summer campaign in Australia has now spread to over 50 countries across the globe, including India.
What is the secret behind Coke Cola’s marketing strategy
The commercial itself closely follows Coca-Cola’s primary principles in their advertising rather than attempting to sell it as a drink.
Coke focuses on selling an abstract positive concept, such as happiness, family, and sharing.
Why was Coca-Cola advertising campaign so successful
The power of personalisation propelled Coca-Cola forward and they took the hot spot as 3rd most valuable brand in the world.
Coca-Cola achieved the Holy Grail of marketing with the ‘Share a Coke’ campaign. The brand connected emotionally with their audience and they did this through personalisation.
Is Share a Coke still a thing
Share a Coke was a marketing campaign that Coca‑Cola GB launched in 2013 and 2014.
We replaced our iconic logo with some of the nation’s most popular names, which were then printed on Coca‑Cola labels.
What is the current Coca-Cola campaign called
The new platform, called “Real Magic,” emphasizes the unexpected moments of togetherness between people in a connected yet divisive world.
The campaign, titled “One Coke Away From Each Other,” features a two-minute, video game-focused spot that debuted digitally on Sept.
How did the use of social media by Coca-Cola engage customers and amplify the impact of its campaign
By engaging in their customers’ dialogue, they also provide content that their customers can share with others in their network who may (not yet) follow Coca-Cola.
The tactic is also used as a customer-service tool. While its social media team responds to compliments and mentions it also addresses complaints.
Why is Coke advertising successful
Know the power of your brand One of the reasons why the Coca Cola brand is so successful is that it has focused on building its brand, instead of its product.
Rather than telling you how delicious Coke is, the Coca Cola brand invests in creating an idea of what life with Coke is like.
What is Coke slogan
Editor’s Note: Earlier today, Coca-Cola introduced “Taste the Feeling”, our first new global marketing campaign in seven years.
We invited Ted Ryan, director of Heritage Communications at The Coca-Cola Company, to reflect on the taglines and creative campaigns that have delighted consumers for more than a century.
Is Share a Coke coming back
“We’re excited to bring back ‘Share a Coke’ this year, refreshed with more names and now last names.
What strategy does Coca-Cola use
Cocacola uses a functional strategy to run its business. Functional strategies are specific goals set out for different divisions of an organisation to reach its functional objectives.
What is Coca-Cola business strategy
Coke’s Way Forward 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 does Coke promote their products
Coke aggressively markets its product lines through advertising across multiple mediums and channels, including TV, online ads, sponsorships, etc. Coca-Cola’s sponsorships include NASCAR, NBA, the Olympics, American Idol, etc.
When did Coke become popular
By the late 1890s, Coca-Cola was one of America’s most popular fountain drinks, largely due to Candler’s aggressive marketing of the product.
With Candler now at the helm, the Coca-Cola Company increased syrup sales by over 4,000 percent between 1890 and 1900.
Who is Coke advertising agency
Delicious Marketing Ongoing messaging and media placement by SASSO in numerous markets allows for Coca-Cola’s brand awareness to continue to grow.
Through both traditional and non-traditional marketing and advertising, the SASSO team is always pushing the marketplace for new ways to promote the brand.
What impact did Coca-Cola have on society
Coca-Colonization Coca-Cola has expanded its reach into many cultures and lives all over the world.
Its influence can be seen in its presence in our movies, television programs, decorations, vending machines on every corner, and its myriad advertisements.
In addition, Coca-Cola has worked its way into traditions.
References
https://www.adobe.com/express/learn/blog/30-companies-with-famous-brand-slogans-taglines
https://www.smartling.com/resources/101/what-can-we-learn-from-coca-cola%27s-global-marketing-success/
https://strategicmanagementinsight.com/swot-analyses/coca-cola-swot-analysis/
