Coca-Cola’s “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 company’s US soft drink sales by 0.4 percent year-over-year, according to data reported in The Wall Street Journal.
Who thought of the Share a Coke campaign? Ogilvy and Coca-Cola developed the campaign with two clear objectives in mind. The first and primary objective: Increase sales during the summer period in Australia. Talking directly to millennial consumers was the second objective.
Also, Why was Coca-Cola’s Share a Coke campaign successful? Coca-Cola says the reason its ‘Share a Coke’ campaign has been so successful is because it is communicating effectively with its consumers. … “There has been a wave of positive engagement to the 150 names on packs [and] consumer interactions with all of our virtual and live mechanics.”
What management lessons can we gain from the Share a Coke campaign?
Lessons Learned 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. …
- Offer incentive to collect. …
- Make it picture-worthy. …
- Make it easily shareable.
18 Related Questions and Answers
How did the Share a Coke campaign impact Cokes branding?
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! … “Share a Coke” found the sweet spot by making consumers famous through the most iconic brand in the world.
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.
Why the Share a Coke campaign is 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. … “There has been a wave of positive engagement to the 150 names on packs [and] consumer interactions with all of our virtual and live mechanics.”
When did Share a Coke campaign end?
Coca-Cola Launches Most Inclusive ‘Share a Coke’ Campaign With Thousands of Surnames. Coca-Cola Australia has launched its largest integrated marketing campaign for 2019 with the return of the iconic Share A Coke slogan. The campaign will run until the end of February 2020 and was developed by Ogilvy Sydney.
Why is Coke so successful?
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.
When did share a Coke campaign end?
Coca-Cola Launches Most Inclusive ‘Share a Coke’ Campaign With Thousands of Surnames. Coca-Cola Australia has launched its largest integrated marketing campaign for 2019 with the return of the iconic Share A Coke slogan. The campaign will run until the end of February 2020 and was developed by Ogilvy Sydney.
What is the message of Coca-Cola advertisement?
Throughout the decades and multitudes of marketing campaigns, Coca-Cola has remained consistent when communicating one strong and effective message: pleasure. Enduring, simple slogans such as “Enjoy” and “Happiness” never go out of style and translate easily across the globe.
What is Coca-Cola advertising strategy?
Objectives of Coca-Cola Campaigns
Creating awareness of the company and its products. Informing and educating consumers and buyers. Encouraging a liking for the company’s products over those of the competitors’. Encouraging product trial among potential new customers.
What is Coca-Cola’s global strategy?
The “One Brand” strategy: Extends the global equity and iconic appeal of original Coca-Cola across the trademark, uniting the Coca-Cola family under the world’s No. 1 beverage brand. Comes to life in a global campaign that uses universal storytelling and everyday moments to connect with consumers around the world.
How was the Share a Coke campaign advertised?
The brand has taken out ads on the back page of today’s (11 September) Metro newspaper and on digital out of home sites using photos sent in to the company by consumers displaying bottles of Coca-Cola with their names on and some of its experiential activity.
What is Coke’s slogan?
In January 2003, the slogan “Coca-Cola … Real.” was introduced. The campaign (and slogan, in turn) reflected genuine, authentic moments in life and the natural role Coca-Cola plays in them.
What are the Share a Coke names?
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.
Is Coke stronger than Pepsi?
Pepsi packs more calories, sugar, and caffeine than Coke. … “Pepsi is sweeter than Coke, so right away it had a big advantage in a sip test. Pepsi is also characterized by a citrusy flavor burst, unlike the more raisiny-vanilla taste of Coke.
Was share a Coke successful?
This case study describes how Coca-Cola encouraged teens to ‘Share a Coke’ with their friends by showing them how exciting it was to get a Coke bottle with their name on it. … ‘Share a Coke’ in the US was more successful in driving sales than in any previous market that had run the campaign.
How many countries Share a Coke?
“Share a Coke” was born in Australia and has since been unveiled in over 80 countries, including China, the U.K., and the good old U.S. of A. Last year, the company added a new twist—if the name you wanted wasn’t showing up on its own, you could go online and customize a bottle for five dollars.
What is Coca Cola’s slogan 2020?
Branding Experts Weigh In On Coca-Cola’s Newest Campaign Slogan: ‘Taste the Feeling‘ After 17 years, Coca-Cola recently changed their slogan from “Open Happiness” to “Taste the Feeling,” as part a new plan to globally unite the company’s brands.
What is Coca Cola’s new slogan?
‘Open To Better‘ is part of Coca-Cola’s wider ‘Open’ platform, which has been ongoing since July 2020. The brand launched a bold new campaign ‘Open Like Never Before’ last summer with a TVC featuring George The Poet. The brand also recently announced its partnership with Katy Perry for her new track “Resilient” feat.
How much market share does Coca Cola have?
In 2020, Coca-Cola’s carbonated soft drink market share amounted to nearly 45 percent.
What are the 4 P’s of Coca Cola?
It analyses the 4Ps (Product, Price, Place, and Promotion) of Coca-Cola Company and explains its business & marketing strategies.
How does Coca Cola use public relations?
When it comes to internal public relations, Coca-Cola’s most interesting strategy is their Employee Groups. These volunteer-led groups enable employees to group together based on shared backgrounds or interests to discuss programmes, initiatives, recruitment and other real-world business matters.
