share a coke' campaign objectives

The Coca-Cola Company was worried that the group would not readily welcome the marketing communications. The purpose of the campaign was to create a more personal relationship with consumers and inspire shared moments of happiness. The first Share a Coke campaign started in Australia in 2011. Rosenbaum-Elliot, R, Percy, L & Pervan, S 2011, Strategic brand management, 2nd edn, Oxford University Press, Oxford. 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. A business organization will develop products with great mass appeal and offer them to every customer through mass retailers and independent stores. Coca-Cola JR: I remember going to the finals of a standup comedy competition in Sydney, where 12 acts were doing short sets. I remember seeing the activation in Westfield, where poor Santa had no one to put on his knee! Share A Coke. Share a Coke - Wikipedia Some of the loyal customers also took the search to eBay. LA: It was a 151-word mass reappraisal brief. 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. Need a custom Report sample written from scratch by The reason behind this is that the Coca-Cola Companys products are marketed all over the world (Senker & Foy 2012). Our purpose is to refresh the world and make a difference. TikTok ban: Are businesses ready to call time on TikTok? Share a Coke was a marketing campaign that Coca-Cola GB launched in 2013 and 2014. We engaged our key creative partners in Australia, and one from Singapore. The company would incur losses following failure by the population to purchase the already personalised Coke bottles. The Coca-Cola brand has been the most affected (Tanne 2013). Hastings, G, Angus, K & Bryant, C 2011, The SAGE handbook of social marketing, SAGE, Los Angeles. The Share a Coke Marketing Communications Plan. 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. The campaign earned a total of 18,300,000-plus media impressions. During last summer, the company launched one of its most successful campaigns dabbed Share a Coke. The fact that your name is on a Coke bottle, it cant get more personal than that! 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 Share a Coke campaign carried with it a very clear message. ", https://en.wikipedia.org/w/index.php?title=Share_a_Coke&oldid=1145970810, Creative Commons Attribution-ShareAlike License 3.0, This page was last edited on 22 March 2023, at 01:04. 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 You can find out more about which cookies we are using or switch them off in settings. The markets that followed us had an entirely new channel to work with. It goes without saying that Share A Coke is one of Coca-Colas most noteworthy digital campaigns. 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. Who is Coca-Colas target market what bases for segmentation have they applied? Despite the hugely successful campaign, the names available on Coke cans and bottles reflected typical North American names. More generic names, such as bro, mum, and dad are also expected. Ogilvy and Coca-Cola developed the campaign with two clear objectives in mind. The moment Lucie Austin saw her name on a Coke bottle, she knew her team had a hit on its hands. Customers are a source of revenue to the Coca-Cola Company. Still, requests kept coming in. The company felt that people find personalised commodities totally irresistible. The campaign aims to create a perspective that Coca-Cola can be present at the heart of any positive experience or life story. Every customer would be in a position to associate with at least one of this names thus driving up sales (Rosenbaum-Elliot, Percy & Pervan 2011). 1. "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? JR: New Zealand was second, then Asia.China was the most interesting one; they used nicknames on the cans. Coca-Colas Top Marketing Campaigns 1. As a result, a particular customer base was locked out by the marketing communications used (Jennings 2007). Share a Coke | Iconic campaigns | Coca-Cola IE We utilize security vendors that protect and Kids would usually line up for Santas Grotto to have their picture taken. (2019) 'The Share a Coke Marketing Communications Plan'. Coke banked on the idea that people find personalization downright irresistible. 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. Little attention was given to traditional advertising platforms, such as radio broadcasting. Over the past few years, there has been a decline in the demand and popularity of Coke products. Initially, the Share a Coke campaign started with 250 most popular names. [10] In 2016, the company replaced people's names with lyrics from 70 popular songs including Lean on Me and We are the Champions. Who was the target audience for Share a Coke campaign? From Chaos to Control: Top 3 Ways to Optimize your Hubspot Portal, The Importance of ADA Compliance on Your Website, The Secret to Unlocking Marketing ROI: A Step-by-Step Guide to Measure and Prove Your Digital Marketing Success. It can however also be used for the purpose of persuading potential customers to try what is being offered. Who is the target market for soft drinks? Did General Motors make a mistake dropping Facebook ads? They texted us the names they wanted to see on the screen. They were also well informed of the trending issues in the social media. Their assumption came true when the campaign was rolled out across the world. Its target audience was loyal Coke customers. Share a Coke Campaign: Analysis & Purpose | StudySmarter 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. The campaign was carried out over a wide range of media. Turkey projected a virtual vending machine on a wall over Valentines Day to entice couples walking by. #ShareACoke - social media and storytelling - Stratton July 1, 2019. https://ivypanda.com/essays/the-share-a-coke-marketing-communications-plan/. 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). Share A Coke is a public Coca-Colas #ShareaCoke: Social Media Marketing The company was also keen to brand a variety of packaging materials in order to increase the sales of their product. 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. With the introduction of new products, brand extensions and the blurring of traditional categories, however, the soft drink market has never been so competitive. The original budget was $3.3 billion, but the advertising budget has increased by $1 billion the Prince Street The significant role played by bitcoin for businesses! The campaign was aimed at enabling loyal coke customers to share their favourite beverage If you are the copyright owner of this paper and no longer wish to have your work published on IvyPanda. Coke created interactive billboards and websites as well as traveling kiosks where people could get more unique named Coke products. IvyPanda. What was the aim of the Share a Coke campaign? The main lesson to be learned from the success of Cokes Share a Coke campaign: people love personalized products when it is unexpected. Cokes focus on securing premium sales left it open to Pepsis deep discounting outmuscling its blend of brand marketing and multi-pack promotions. Over the years, customer tastes and preference have changed. It was also aimed at promoting the sharing of Coke products. The Coca-Cola has over the past years been in a position to dominate the world market for non-alcoholic beverages. 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. Persons who had their names branded on the Coke products felt valued by the brand. As a result, brand loyalty was promoted. The company had resulted to personalising the package material. The campaign created an organic domino effect that helped the campaign gain traction and noticeably increase sales for Coke. 3 Marketing Lessons from the Share a Coke Campaign Cola products currently provide majority of the revenues, but the proportion of non cola products is increasing. The group consisted of early adopters. The marketing communications used in the Share a Coke campaign was a complete success. Not surprisingly, more than half of all texts sent were rude words we couldnt use, so the profanity filter worked. The campaign especially targeted the young population, mostly in the developed countries. For example, a childrens toy may have boys ages 911 as the target market and the boys parents as the target audience. Through the personalised bottles and cans, Coke was able to appeal to a large number of consumers across the world. Millions of Coca-Cola loyal customers are hopeful to find their names branded on the Coca-Cola bottles. We use cookies to ensure that we give you the best experience on our website. You are free to use it for research and reference purposes in order to write your own paper; however, you The campaign also created a gift-giving dynamic which further encouraged the collectability of Coke products. So in summer 2011, Coca-Cola wanted a big idea to combat this competitive market and get Australians to sit up and notice Coke. In the process, most of the worlds population has become familiar with it. As I said, there wasnt the confidence in social media then that there is now. professional specifically for you? 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. JR: There was a great deal of nervousness internally. 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.
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