Adverts over the broadcast media, such as television channels also work best for unique brands. I knew many others would have the same reaction. A couple of weeks prior, theyd received a 151-word creative brief that gave them free reign to deliver a truly disruptive idea that would make headlines and capture the countrys attention. The Share a Coke campaign featured personalized Coke bottles and cans with the top 250 most popular teen and millennial names in the U.S. People were also able to personalise their own bottles of Coca-Cola at our Share a Coke tour. LA: Our research showed that while teens and young adults loved that Coca-Cola was big and iconic, many felt we were not talking to them at eye level. Instead of sharing the beverage in normal Coca-Cola bottles, customers can now purchase bottles branded with actual human names. The target market for PepsiCo products is the population aged between 13 and 45 years. What is the marketing strategy of Coca Cola? That summer, Coke sold more than 250 million named bottles and cans in a nation of just under 23 million people. The campaign is intended at helping Coke dominate the world market for soft drinks once more. Demographic segmentation is divided into three parts: Youth (10-19), Young Adult (20-24), Adult (25-35). Australians are extremely egalitarian. making their own TVC, featuring their friends profile pictures. The campaign has since made its way around the world, reaching more than 70 countries, to date.Coca-Colateams from Great Britain, to Turkey to China and, most recently, the United States have put their own creative spin on the concept, while preserving the simple invitation to Share a Coke with (insert name). Ignatius, A 2015, Shaking things up at Coca-Cola. This sharing behavior acted as an organic means of spreading brand awareness throughout social media platforms. WebYou must have heard about the "Share a Coke" campaign, a viral marketing campaign that was launched by the Coca-Cola company in 2011. Soon, virtually every person in the social media was talking about the brand. The purpose of the campaign was to create a more personal relationship with consumers and inspire shared moments of happiness. Share a Coke is a multi-national marketing campaign of Coca-Cola. A fully integrated campaign is set to follow, centred around a TV ad uses storytelling to explore the personalityies that young people admire. The Coca-Cola Company funds the Share a Coke campaign. The social media has played a major role in ensuring the success of the Share a Coke campaign. SUSTAINABILITY & GOVERNANCE RESOURCE CENTER. Customers are a source of revenue to the Coca-Cola Company. The marketing strategy of Coca Cola is a mix of three important elements affordable prices, worldwide accessibility, and great customer connection. The marketing communications used for the campaign were highly successful. WebThe 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 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). Cokes focus on securing premium sales left it open to Pepsis deep discounting outmuscling its blend of brand marketing and multi-pack promotions. My reaction was childlike, she recalls. They include Diet Coke, Coke Zero, as well as Coke Light. In the past several years, Coke (and all other soda manufacturers) has seen declining sales due to the increased popularity of bottled water and low-calorie sports drinks. Coke plans to take on more adventurous marketing campaigns. This type of campaign was first introduced in Australia in 2011, and the campaign saw massive success with a 7% increase in Coke consumption. Already, the campaign has been a success with the company reporting an increase in sales of Coke products. As such, the marketing communications had succeeded in differentiating the Coke brand from other non-alcoholic beverages retailed across the world (Senker & Foy 2012). 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. Kids would usually line up for Santas Grotto to have their picture taken. Coke constantly listened to what consumers were doing with the campaign in order to be able to surprise, maintain momentum and spark further conversations throughout the campaign period. Not surprisingly, more than half of all texts sent were rude words we couldnt use, so the profanity filter worked. Still, requests kept coming in. It was an example of how the public took the idea and shaped it themselves. We believe working at The Coca-Cola Company is an opportunity to build a meaningful career while helping us make a real difference on a global scale. Who is the target audience for Share a Coke? 114-123. JR: New Zealand was second, then Asia.China was the most interesting one; they used nicknames on the cans. Coca-Cola printed 150 of the countrys most popular names on labels of Coke bottles for the first time in the brands history, to remind Aussies not only of those people currently in their lives, but also people they may have lost touch with, giving them a reason to connect. Weve reapplied the German on line store idea in NWEN this year. Segmentation helps the brand to define the appropriate products for specific customer group; Coca Cola doesnt target a specific segment but adapts its marketing strategy by developing new products. Today, the company operates in over 200 countries spread across the globe. Coca-Cola's "Share a Coke": Coca-"Share Cola's a Coke" campaign urged consumers to engrave their names or the names of relatives and friends on Coca-Cola bottles. Strictly Necessary Cookie should be enabled at all times so that we can save your preferences for cookie settings. If you disable this cookie, we will not be able to save your preferences. Among the most used elements in the campaign include advertising, public relations, publicity and exhibitions. Coca-Cola's "Share a Coke": Coca-"Share Cola's a Coke" campaign urged consumers to engrave their names or the Millions of Coca-Cola loyal customers are hopeful to find their names branded on the Coca-Cola bottles. We hadnt really anticipated the packs being used in this emotionally powerful way. A target market is a group of potential customers that you identify to sell products or services to. I remember seeing the activation in Westfield, where poor Santa had no one to put on his knee! By sharing a Coke, thousands of people have unknowingly provided Coca-Cola with free marketing. WebIn its new marketing campaign, Coca-Cola is taking personalisation to a whole new level by printing 150 of the most popular names in Britain instead of its symbolic branding. Jennings, D 2007, Net, blogs, and rock n roll: how digital discovery works and what it means for consumers, creators and culture, Nicholas Brealey Publications, Boston. By Lara O'Reilly 11 Sep 2013. Your privacy is extremely important to us. The campaign went beyond customized bottles. LA: It was a 151-word mass reappraisal brief. JR: With no time to dwell on strategy, we wrote a clear and completely open brief that gave our agencies everything they needed to know as quickly as possible and full license to come up with their best stuff. Cokes marketing communications resulted into a gift-giving culture across the world. There was a sharp rise in sales volumes across the world. Share A Coke is a public 346, p. 494. 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. Turkey projected a virtual vending machine on a wall over Valentines Day to entice couples walking by. Although Coca-Cola's personalised campaign is nothing new, this simple concept has encouraged vast numbers of people to buy and share the brand in both the As a result, brand loyalty was promoted. Of course consumers will take the extra step to seek out the product featuring their name, and while they are at it, they will buy bottles for their friends, and why not post pictures to Instagram as well? The Competition is open to South African citizens and permanent residents only. Coke had become too familiar, too predictable.We were given a clear challenge by the head of the Pacific region to do something extraordinary. Share a Coke is a multi-national marketing campaign of Coca-Cola. The use of exhibitions was also a major element of the promotional and advertisement mix used in the Share a Coke campaign. The agency to be used for future marketing communications should be furnished with the following information. The Coca-Cola Company was worried that the group would not readily welcome the marketing communications. Cola products currently provide majority of the revenues, but the proportion of non cola products is increasing. A target market is the segment of consumers most likely to want or need a businesss products or services. 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. Those names that were popular in one region were also not necessarily popular in another. "Debranding: why Coca-Cola's decision to drop its name worked", "Coca-Cola Tries New Twist on 'SHARE A COKE' in China", "Coke takes 'Share a Coke' one step further", "Cannes: Share a Coke 'most successful in decades', "From Share a Coke to Mad Men: the campaigns that defined Coke under Wendy Clark", "Why Are So Many of Today's Logos Wordless? Public relations have also been a key element of the promotional and advertising mix used in the Share a Coke campaign. Marketing communications used by the Coca-Cola Company also involved the use of electronic communications. Through the personalised bottles and cans, Coke was able to appeal to a large number of consumers across the world. Consumers who find their names on the packs are convinced to share the joy. 378,000 Coke cans were printed at kiosks, and overall sales increased by The secondary objective was to get people talking about Coke again. It is expected that higher sales volumes will be recorded with the implementation of the second phase of the campaign (Tanne 2013). The real creativity kicked in when we had to bring the idea to life and problem-solve the how. Originally, the idea was conceived with the names printed in the traditional Coca-Cola Spencerian script. The move by the company has been viewed by many across the world as a show of appreciation to the brands loyal customer base. JR: The overwhelming demand for the personalized cans surprised us. WebCoca-Cola had two objectives they wanted to achieve out of the Share a Coke campaign. Language links are at the top of the page across from the title. 02/20/2021. Coca-Colas Share a Coke campaign was pure marketing genius. We also had to figure out how to get the Coke red color exactly right on the digital printers we used to label the packs, which took a long time. Coca-Cola said that the Share A Coke campaign will be its biggest ever in terms of budget, dwarfing even the massive Olympic Games marketing drive last summer. Coca-Colas Share a Coke campaign, which saw names like Chris, Alex, and Jess, as well as monikers like BFF and Wingman emblazoned on bottles and cans, is credited for increasing the companys US soft drink sales by 0.4 percent year-over-year, according to data reported in The Wall Street Journal. Marketing communications revolving around the Share a Coke campaign also involved the use of face to face advertising. Coca-Cola has launched activity thanking consumers for taking part in this summers Share a Coke campaign, as data reveals the initiative has lifted both sales and consumer perception of the brand over the period. JR: Wed probably spend a fraction of what we spent on TV. Fill, C 2011, Essentials of marketing communications, Financial Times/Prentice Hall, London. They were also well informed of the trending issues in the social media. We use cookies to ensure that we give you the best experience on our website. The reason behind this is that the Coca-Cola Companys products are marketed all over the world (Senker & Foy 2012). The main success was attributed through the digital platform, wherein each bottle mentioned the hashtag #shareacoke, in order to pursue users to share bottles with their names on social media. Coca-Cola had two objectives they wanted to achieve out of the Share a Coke campaign. 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. Since this population mostly comprises of young people, Pepsi sells its products in restaurants, schools, colleges, fast food stores, and other places that this target market frequents. The Coke marketing communications has also been vital in reminding the general public of the products existence (Senker & Foy 2012). 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. They were among the first individuals to be aware of the campaigns presence. I remember my husband and I driving past a church and noticing a sign with slotted letters, like Scrabble. The secondary objective was The billboards are elected in strategic areas especially in urban areas. 1. JR: We gave people the opportunity to Share a Coke with someone via the big, iconic digital sign at Kings Cross in Sydney. Volumes leapt 9.7 per cent to 275.79 litres in the period. Segments are typically grouped by age, location, income and lifestyle. [13], Financial analysts and advertising experts have used the success of the 'Share-a-Coke' campaign to remind marketers and advertisers of the need to personalise the communications message.[14][15]. The personalisation of the packaging of the material also had an adverse effect on the organisations identity (Fill 2011). There are plans for a campaign featuring an auto-generated design printed on bottles. Coca-Cola Mass Marketing. In a year defined by a global pandemic, Coca-Colas Share a Coke campaign is dedicated to holiday heroes those who have gone the extra mile by The declining popularity of the brand has been as a result of the emergence of many companies involved in the manufacture of bottled water and sports drinks that contain low calorie levels. It is considered to be the most popular brand across the globe. IvyPanda, 1 July 2019, ivypanda.com/essays/the-share-a-coke-marketing-communications-plan/. For example, it helped to deal with the problem of low sales volumes. The personalization went beyond names and included popular jargon used by the millennial demographic, including Bestie and Wingman. The company has taken advantage of its popularity across the world, as well as vast resources to publicise the campaign (Koppe 2012). Persons whose names have been branded on the Coke bottles have also been vital in informing the rest of the world of the fairly new development. Persons were less likely to buy Coke products that had been branded with names that they could not associate closely to (Kotler, Kartajaya & Setiawan 2010). Thousands of people visited resorts and retail locations in search of Coke bottles either branded with their names or those of their spouses, friends, or even family members. Did you know? We recently caught up with Austin, who now runs marketing for Cokes Northwest Europe and Nordics (NWEN) business unit, and another of the principal Share a Coke architects, Jeremy Rudge (creative excellence lead), to learn how one of the brands most compelling campaigns in recent memory got its start Down Under. North America, The Coca-Cola Companys flagship market, includes finished goods, juice, and foodservice businesses. We knew people would want to publish profanity and abusive language, so we had to put filters in place. The campaign was carried out on a large-scale across the world. A campaign was needed that would make a big splash and disrupt and excite Australians. By putting first names on the packs, we were speaking to our fans at eye level. In 2015, the company extended the campaign by increasing the number of names to 1,000. They are interested in a marketing communication that will result to an increase in sales. Coca-Colas organic search built a reputation as one of the most effective drivers of customer traffic, interaction, and media exposure. This strategy was implemented during the summer season of the year 2011. De-influencing: an opportunity or a threat for brands? Australians are known for calling each other by their first name, or mate for that matter. (2019, July 1). We started getting emails from countries asking us how they could launch Share a Coke, so we built a toolkit to scale the idea. This new addition to the campaign titled 'In the Name of Everyone,' had a Coca-Cola vending machine built and shipped to a rural and native town in Peru. WebWhat is Share a Coke? The aim of the campaign will be to promote sales. [11] In 2017, the campaign returned to the US with a new variant; holiday destinations. 1-19. It is evident that the recent campaign launched by the Coca-Cola Company has resulted in a significant rise in the sales volumes recorded for Coke products. The campaign was further adapted as a mobile campaign that would target Mexican teens and young adults. The second phase of the campaign is expected to be rolled out anytime this year with over 1000 popular names already in book. [6][7], In the United States, where the campaign is credited with increasing sales by more than 2%[8] reversing more than 10 years of decline in Coke consumption,[9] the company and its agency has sought ways to extend the campaign while maintaining its relevance. It also earned a total of more than 18 million media impressions, and traffic on the Coke Facebook site increased by 870%, with page likes growing by 39%. You can find out more about which cookies we are using or switch them off in settings. (2019, July 1). This website uses cookies so that we can provide you with the best user experience possible. a. They were also vital in influencing the decisions of opinion formers. Across the world, the marketing communications strategies employed saw a 2.5 percent increase in total sales of Coke products. The popularity of these brands had resulted in a decline in the consumption of Coca-Cola brands among them Coke. Nicknames such as "bro", "better half" and "sidekick" were also added to the inventory of names. WebTask: Pick multiple metrics to measure a campaign's success and classify the metrics into audience, channel engagement, universal, and financial metrics. IvyPanda. "The Share a Coke Marketing Communications Plan." 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. The brand is present across more than 200 nations and is sold in packages of various sizes. In future, even the traditional marketing channels should be included in the promotional and advertisement mix (Jennings 2007). By having these objectives , it forms the foundation for companies in the decision making process. The brand popularity made it easier for the company to reach its target audience. We have a rich history of effective, innovative marketing.A few years ago, we created Bottle Blast, a campaign that eventually spread to 80 markets. Coca-Cola: Smart Objectives - Clover Strategic | Startup PR and Communications Agency Coca-Cola, 1971 - 'Hilltop' | "I'd like to buy the world a Coke" Uniqueness is one of the qualities that are important when it comes to promoting the competitiveness of a product (Baker 2003). Agencies: Naked Communications, Ogilvy, Wunderman, Ikon, Fuel, Urban, Momentum, One Green Bean. The campaigns first phase was a success. The queues stretched around the block our products becametheChristmas gift of the year [summer in Australia falls over the holidays]. Through the use of effective marketing communications, Coke was able to achieve its brand strategy. The Share a Coke campaign used a wide range of promotional and advertising mix in order to reach the target audience effectively. The campaign used an integrated promotional and marketing mix. Fifteen minutes later, Ogilvy, our incumbent agency, came in and presented exactly the same idea in the same way. Social media played a huge role in the success of the campaign. The primary campaign objective was simple: increase consumption of Coca-Cola over the summer period. In terms of the customer context, the marketing communications used were aimed at targeting loyal Coca-Cola customers. There is still a belief in the marketing world that you need to spend big on media to make sure people see your ideas, but Share a Coke proved that you can focus your resources on building ideas people want. In fact, the campaign was seen to catch the attention of virtually all members of the public. Customers could now use it as a gift especially to persons who had their names branded on the bottles. It will forces on customers of all demographics. Coca-Cola's "Share a Coke" campaign was a strategic communication campaign that aimed to increase brand loyalty and engagement among millennials. A business organization will develop products with great mass appeal and offer them to every customer through mass retailers and independent stores. However, there has been a decline in sales of Coke products in the past decade. The company has developed a number of Coke brands with low calorie levels (Senker & Foy 2012). Some of the Coke customers were also dissatisfied that their names were missing in the list selected for the personalisation campaign (Keller 2012). SW6 6EA. Instead, social network users have been doing the hard work for Coca-Cola. The campaign is currently being phased out, but there are whispers of plans to rerun the campaign every summer. Those who were lucky to have their names branded on the bottle were also in a position to share the beverage with others. 1, pp. However, more attention will be paid to the young generation who are keen to follow the trending issues in the social media. Increase consumption of Coca-Cola during the summer months of 2011. For example, a childrens toy may have boys ages 911 as the target market and the boys parents as the target audience. It contains thousands of paper examples on a wide variety of topics, all donated by helpful students. It will continue until the end of the year. 2, pp. That typeface really made the campaign and has since been used across the world in different ways including for a globalCoca-ColaChristmas campaign. However, with the introduction of the Share a Coke campaign, Coca-Cola was able to break the downward trend. 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. The first brand was associated with high sugar and calorie levels. 3. BS1 4DJ, Fulham Palace The company would incur losses following failure by the population to purchase the already personalised Coke bottles. First, the campaign story broke on page three of The Australian newspaper, followed by a flow of marketing trade coverage. Coca-Cola has for many years dominated the worlds soft drink market in terms of sales. The timing plan for the campaign will be divided into five phases. Our writers, strategists and consultants have a breadth of industry knowledge to draw on, We match our skills and expertise to the task and build the right team for every project. Austin, who at the time was director of marketing for Coca-Cola South Pacific, was huddled with her colleagues inside a Sydney conference room in 2011, listening to five agencies pitch concepts for Cokes next summer campaign. The company felt that people find personalised commodities totally irresistible. Unsurprisingly, Coca Colas objectives for the sales promotion were based exactly on these two things. 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. Objectives. Its our fingerprint our identity in one word. LA: Ive actually gotten to live Share a Coke four times in Australia, then New Zealand and in Europe twice so Ive seen its journey first hand. The following year we introduced the 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. Coca-Cola said that the Share A Coke campaign will be its biggest ever in terms of budget, dwarfing even the massive Olympic Games marketing drive last summer. 46 no. The campaign then launched with a big bang across multiple channels. The significant role played by bitcoin for businesses! Google search rocketed. Who is the target market for soft drinks? Principles for Sustainable Agriculture (PSA), What the Fanta Mystery Flavors and Campaign, Coca-Cola Christmas Caravan Twenty Fifth Anniversary, Coca-Cola Zero Sugar Invites Fans to #TakeATaste, Simply Mixology Raises the Bar of At-Home Mocktail & Cocktail Experiences, Sprite, Fresca, Seagrams, & Mark Ronson Madlib Music Connection. Through the new campaign, the Coca-Cola Company will keep customers all over the world aware of the continued existence of their Coke brand. The integrated marketing created a cohesive message that was available on every communication channel. The four were integrated together in a creative manner. Despite the success, more can be done to improve the results of the marketing communication. Our mission is simple: help marketers excel. 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.
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