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.
Why did 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.
How successful was the Share a Coke campaign
And it worked. That summer, Coke sold more than 250 million named bottles and cans in a nation of just under 23 million people.
The campaign has since made its way around the world, reaching more than 70 countries, to date.
What type of marketing was the Share a Coke campaign
The integrated marketing campaign encouraged consumers to not only purchase Coke, Diet Coke and Coke Zero bottles and cans personalized with their name on it but to also share beverages with the names of friends and family members on them.
Why did Coke do Share a Coke campaign
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.
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.
What makes the Share a Coke campaign so successful
“The Share a Coke” campaign has been led by deepening relationships with consumers,” Thompson said.
“We’re pleased with the campaign’s results thus far, but the highest impact for us has been building brand love, learning from our social media executions and furthering our connections with consumers.”
Who was designed Share a Coke campaign
The Coke and Ogilvy teams identified the millennial market as the biggest opportunity and developed a campaign that would tap into one of their most popular behaviors—social sharing.
What type of campaign is Share a Coke
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.
People were also able to personalise their own bottles of Coca‑Cola at our Share a Coke tour.
How long did the Share a Coke campaign run for
From humble beginnings in Australia, Share a Coke has become a global phenomenon. Running in over 80 markets for the last 7 years running – reversing an 11-year consumption decline in the US, winning effectiveness awards across the globe and refreshing a classic in an utterly modern way.
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.
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 the Share a Coke campaign make
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.
Did the Share a Coke campaign increase sales
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.
Why was Share a Coke so successful
Coca-Cola says the reason its ‘Share a Coke’ campaign has been so successful is because it is communicating effectively with its consumers.
Following the unexpected success of the campaign, the beverage giant extended the campaign through Christmas, with some holiday-inspired names printed on cans.
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.
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 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.
What is the competitive strategy of Coca Cola Company
Coca-Cola uses the differentiation competition strategy to improve its core competitiveness, brand awareness, consumer loyalty, and value awareness to occupy a dominant position in the industry.
Who is the target audience of Coca-Cola
Targeting of Coca-Cola The primary target of Coca-Cola is younger customers within the age bracket of 10-25 and a secondary market composed of people aged 25-40.
The company targets the market that desires an intense flavor with their regular cola drinks in terms of taste.
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 main goal of Coca-Cola company
The Coca-Cola Company purpose remains clear: To refresh the world and make a difference.
This purpose is uniquely us. It’s why we exist, and it’s needed now, more than ever.
What is Coca-Cola growth strategy
We aspire to achieve a balanced combination of global, regional and local brands, with scale, that have the strongest potential to help us grow our consumer base, increase frequency and drive system margin accretion.
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.
How did Coca-Cola increase their brand awareness
Campaign Summary Coca-Cola’s popularity had decreased among Millennials, so the brand developed a campaign to raise awareness and increase sales and brand love.
Since the “Share a Coke” campaign had been a global success, the brand decided to adapt it for a younger audience.
Why is Coca-Cola so successful
A significant part of Coca-Cola’s success is its emphasis on brand over product. Coke doesn’t sell a soft drink in a bottle; it sells “happiness” in a bottle.
What generic strategy does Coca-Cola use
The main generic strategy used by Coca Cola is that of cost leadership. This is a strategy employed by several big brands of the world that are leading in the market.
Cost leadership is a very effective strategy that helps brands quickly increase market share and gain popularity.
What is the Coke 2021 slogan
Coca-Cola TM replaces its iconic front of pack logo with inspiring resolutions of hope and optimism for 2021 as part of its new ‘Open To Better’ campaign.
Coca-Cola has announced the launch of ‘Open To Better’, a campaign to inspire people to embrace change and pledge to do things differently in 2021.
What is Coca-Cola societal marketing concept
The societal marketing concept calls upon marketers to build social and ethical considerations into their marketing practices.
Example; CocaCola release an ad that shows people of different ethnicity and singing “America is Beautiful” in different languages.
How many Coke slogans are there
Over the years, Coca-Cola has used many different slogans. The slogans are a simple, direct way to communicate about Coca-Cola.
Coca Cola’s first slogan in 1905 was “Revives and Sustains”.
What is Coca-Cola’s most famous slogan
Coca-Cola’s best known slogans came in 1969 with “It’s the Real Thing” and then in 1971 with its catchy “I’d Like to Buy the World a Coke” song — both were part of the same campaign.
Coca-Cola has often imbued its slogans with a patriotic theme, including “America’s Real Choice” (1985) and “Red, White & You” (1986).
Citations
https://www.notesmatic.com/coca-cola-generic-and-intensive-strategies/
https://elevatepromo.com/lessons-learned-from-the-share-a-coke-campaign/
https://www.bestvalueschools.com/lists/components-of-a-good-marketing-campaign/
https://www.coca-colacompany.com/au/news/the-making-of-id-like-to-buy-the-world-a-coke
