We use cookies to ensure that we give you the best experience on our website. Coke banked on the idea that people find personalization downright irresistible. 06608725 All rights reserved. The billboards used for campaign have been placed strategically with the aim of catching the attention of as many people as possible. The social media has played a major role in ensuring the success of the Share a Coke campaign. 3. The age of rebellion is dawning: are brands ready? 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. They are interested in a marketing communication that will result to an increase in sales. No single element can be said to have lead to the success of the marketing communications alone (Kotler & Keller 2006). Target is known for its addictive shopping experience, and shoppers often joke about going into a store to make one purchase but end up buying far more. The Share a Coke campaign was taken to virtually all television channels in the world. 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). 2011). The campaign featured personalized bottles with individual names and encouraged consumers to share a Coke with friends and family. 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). Some of the loyal customers also took the search to eBay. Customers could now use it as a gift especially to persons who had their names branded on the bottles. Today, the company operates in over 200 countries spread across the globe. By having these objectives , it forms the foundation for companies in the decision making process. The Share a Coke campaign was subsequently rolled out in over 80 countries. 1-19. We replaced our iconic logo with some of the nations most This group of people is a subset of the businesss total market. 19 no. LA: It was a 151-word mass reappraisal brief. The campaign serves as motivation for people of all ages by inspiring them to take action and overcome challenges. The campaign went beyond customized bottles. The campaign especially targeted the young population, mostly in the developed countries. Opinion leaders played a major role in promoting the campaign (Ballantyne 2004). The availability of the jargon brand names on the Coke product packages however offers those persons who miss the names of persons they want to gift with a variety to choose from. SUSTAINABILITY & GOVERNANCE RESOURCE CENTER. JR: Wed probably spend a fraction of what we spent on TV. The Coke marketing communications has also been vital in reminding the general public of the products existence (Senker & Foy 2012). After 65,000 people got their say, Coke bottles with 50 new names were released. Cookie information is stored in your browser and performs functions such as recognising you when you return to our website and helping our team to understand which sections of the website you find most interesting and useful. Despite the success, more can be done to improve the results of the marketing communication. There have a high demand for soft drinks with low or no sugar. 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. 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. The primary campaign objective was simple: increase consumption of Coca-Cola over the summer period. 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. 346, p. 494. And it worked. We utilize security vendors that protect and The campaign capitalized on the global trend of self-expression and sharing, but in an emotional way. "The Share a Coke Marketing Communications Plan." Through the campaign, the Coke brand has also managed to convince the world that its products can be used for the purpose of gifting. The Coke marketing communication has also been vital in the development of the brand strategy, promoting the sales of Coke products. Objectives. 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. WebYou must have heard about the "Share a Coke" campaign, a viral marketing campaign that was launched by the Coca-Cola company in 2011. This sharing behavior acted as an organic means of spreading brand awareness throughout social media platforms. We gave consumers an opportunity to express themselves through a bottle of Coke, and to share the experience with someone else. The brand popularity made it easier for the company to reach its target audience. Coca-Cola's "Share a Coke" campaign was a strategic communication campaign that aimed to increase brand loyalty and engagement among millennials. It goes without saying that Share A Coke is one of Coca-Colas most noteworthy digital campaigns. Instead of sharing the beverage in normal Coca-Cola bottles, customers can now purchase bottles branded with actual human names. In the end, we went with our existing agency, Ogilvy, due to our long history with them. 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. The Share a Coke campaign carried with it a very clear message. The campaign is to be rolled out at the beginning of summer in 2015. In terms of the customer context, the marketing communications used were aimed at targeting loyal Coca-Cola customers. Kids would usually line up for Santas Grotto to have their picture taken. The agency to be used for future marketing communications should be furnished with the following information. The Coca-Cola Company funds the Share a Coke campaign. Who would want their name on a brand unless it was as iconic as Coke? Persons who had their names branded on the Coke products felt valued by the brand. We hadnt really anticipated the packs being used in this emotionally powerful way. Coke is big enough to pull off an idea like this, which speaks to the iconic nature of the 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. The companys major brands include Coke, Coca Cola Zero, Diet Coke, Fanta, Sprite, Powerade, Minute Maid, as well as Schweppers (Ignatius 2015). The brand was also allocated retail spaces which allowed the Coca-Cola Company to showcase the personalised Coke products. The Share a Coke campaign was a groundbreaking Marketing success. They have been in a position to achieve this by sharing the beverage with others especially friends and family members. The digital experience enabled people to send a virtual Coke to someone else via Facebook. People were seen to identify with the beverages whose bottles were branded their names or those of persons closely related to them. If you continue to use this site we will assume that you are happy with it. A campaign was needed that would make a big splash and disrupt and excite Australians. With the world flocking to the digital space, the way we connect has started to change, and, it would seem, the more friends we gather online the fewer we see in real life. People are likely to embrace the target product due to peer influence. Why personalisation matters in content marketing Olivia Digital Marketing Blog, Traditional Media: the new age into marketing! The launch of the Share a Coke program has had various benefits. The campaign featured personalized bottles with individual names and encouraged consumers to share a Coke with friends and family. 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. Through the use of effective marketing communications, Coke was able to achieve its brand strategy. They can do this via Twitter hashtag #ShareaCoke. Public relations have also been a key element of the promotional and advertising mix used in the Share a Coke campaign. Marketing communications refers to the activities involved in the transmission of a message touching on a service, product or organisation with the aim of making it more attractive to its target audience (Chaston 2002). And South Africa created the adorable TV commercial, Bobby, which has been one of Cokes highest-scoring ads ever. [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. Consumers were invited to SMS a friends name, which was projected live onto the iconic Coca-Cola sign at Sydneys Kings Cross. It can however also be used for the purpose of persuading potential customers to try what is being offered. Coca-Colas Top Marketing Campaigns 1. 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 The reason behind this is that the Coca-Cola Companys products are marketed all over the world (Senker & Foy 2012). Rosenbaum-Elliot, R, Percy, L & Pervan, S 2011, Strategic brand management, 2nd edn, Oxford University Press, Oxford. The Coca-Cola Company has been refreshing the world and making a difference for over 136 years. The company felt that people find personalised commodities totally irresistible. Four different kinds of cryptocurrencies you should know. 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. JR: Despite the tight timeframe, the response was incredible. Through a partnership with Austereo, 150 name songs were created and broadcast on-air nationally. In fact, the campaign was seen to catch the attention of virtually all members of the public. 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%. Four good reasons to indulge in cryptocurrency! The three core aims and objectives highlight that potential. You are free to use it for research and reference purposes in order to write your own paper; however, you The campaign was carried out on a large-scale across the world. Coke too has evolved over the years. 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. Germany set up online store where you could order personalized bottles to be delivered for home delivery. That sealed it for me. There are plans for a campaign featuring an auto-generated design printed on bottles. The campaign will commence with the branding of 2million bottles and cans. The first and primary objective: Increase sales during the summer period in Coke plans to take on more adventurous marketing campaigns. The marketing communications used for the campaign were highly successful. Language links are at the top of the page across from the title. I feel that generic names, such as dad, mum, bro, wingman, and bestie among others would be the most effective. Marketing communications revolving around the Share a Coke campaign also involved the use of face to face advertising. IvyPanda. 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. 1 July. The idea used in the marketing communications was new. Consumers who find their names on the packs are convinced to share the joy. Thanks to the campaign, the company saw a 2.5% increase in total sales and soft-drink volume went up by 0.4%. As such, personalised cans and bottles would not sit on the shelves of stores and supermarkets for long durations without being purchased. However, measuring the return on investment (ROI). 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. 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 integrated marketing created a cohesive message that was available on every communication channel. We replaced our iconic logo with some of the nations most popular names, which were then printed on Coca-Cola labels. Through the personalised bottles and cans, Coke was able to appeal to a large number of consumers across the world. Bud Lights Retro Rebranding to Include Parent Company Anheuser-Busch Bud Light has recently found itself at the center of controversy after a backlash against its, Hubspot is a powerful platform that can help you streamline your marketing, sales, and customer service efforts, allowing your team to work more efficiently than, What is ADA Compliance? 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 marketing communications used in the Share a Coke campaign was a complete success. I remember seeing the activation in Westfield, where poor Santa had no one to put on his knee! The company has taken advantage of its popularity across the world, as well as vast resources to publicise the campaign (Koppe 2012). 2, pp. The significant role played by bitcoin for businesses! The campaign strengthened the relationship between the company and its customer base. Millions of Coca-Cola loyal customers are hopeful to find their names branded on the Coca-Cola bottles. In future, even the traditional marketing channels should be included in the promotional and advertisement mix (Jennings 2007). The companys market share has however being on the decline in the past decade. The campaign was launched in Britain. 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 An advertising campaign's objective is to raise awareness, pique interest, and convince prospective consumers to take a particular action, like making a purchase, subscribing to a mailing list, or stopping by a website. For Coke to print bottles with someones name on it makes that person feel special and appreciated. The aim of the campaign will be to promote sales. The timing plan for the campaign will be divided into five phases. Five of them had jokes related to Share a Coke they used it to connect with the audience. 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? London We engaged our key creative partners in Australia, and one from Singapore. 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. I remember Lucie saying, We need to come back with something that makes everyone sit up because of its impact and we only have a few weeks.. 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 The fact that your name is on a Coke bottle, it cant get more personal than that! 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. Through the use of the broadcast and the social media, the company will be in a position to convey the message to the world more easily. It was evident that people are excited having their names on branded products. a. In terms of the internal context, the Coca-Cola Company incurred a lot of cost in the personalisation of the Coke bottles and cans. The moment Lucie Austin saw her name on a Coke bottle, she knew her team had a hit on its hands. Your privacy is extremely important to us. We told them, That idea youve got tucked away that youve always wanted to do for Coke? We knew people would want to publish profanity and abusive language, so we had to put filters in place. The database is updated daily, so anyone can easily find a relevant essay example. The campaign was aimed at enabling loyal coke customers to share their favourite beverage with others. Metas new suitability controls distance advertisers from harmful content. 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. 1.Share a Coke - Customize Strategy - Q&A Task: For IKEA, think about its customers and customer networks then answer the following questions. The Share a Coke campaign used a wide range of promotional and advertising mix in order to reach the target audience effectively. They were also vital in influencing the decisions of opinion formers. 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. The campaign created an organic domino effect that helped the campaign gain traction and noticeably increase sales for Coke. The campaign was originally trialled back in 2011, After fighting a shaky start, through integrated marketing techniques, the Coke brand successfully infiltrated social media, retail spaces, and outdoor marketing with its personalized paraphernalia. Who is the target audience for Share a Coke? 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 weirdest items Australians lost in Ubers this year, Everything Everywhere All at Once is a look into how brands can nail the Metaverse, Consumers place faith in rewards programs to ease cost of living pain, Google Analytics 4 (GA4) vs Universal Analytics (UA) : Your questions answered, Telstra throws down gauntlet to Spotify, with identical pricing. Ogilvy and Coca-Cola developed the campaign with two clear objectives in mind. TARGETED MARKETING. Across the world, the marketing communications strategies employed saw a 2.5 percent increase in total sales of Coke products. The campaign was further adapted as a mobile campaign that would target Mexican teens and young adults. TikTok ban: Are businesses ready to call time on TikTok? The main reason behind this is that the company has been facing stiff competition from a number of low sugar and calorie sports drink marketers and manufactures. However, the marketing communications strategies used for the campaign has seen the personalised packages containing beverages from the different Coke brands advertised over a wide variety of media. July 1, 2019. https://ivypanda.com/essays/the-share-a-coke-marketing-communications-plan/. Coca-Colas Share a Coke campaign was pure marketing genius. This is IvyPanda's free database of academic paper samples. More emphasis was put on the broadcast media and the internet with the aim of reaching a wider audience. The popularity of the brand in the social media will also be used as a measure of success. They were also instrumental in making most of their friends and family members aware of the campaign.