Hollensen, S 2010, Marketing management: a relationship approach, 2nd edn, Financial Times/Prentice Hall, London. Also, managing in social media was still relatively new for brands. [1][2] The campaign began in Australia in 2011. Opinion leaders played a major role in promoting the campaign (Ballantyne 2004). 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. Soon, the marketing communications went beyond names to accommodate some of the most commonly used Jargons. When people were successful in finding their name on a bottle, they were encouraged to share their find on social media using the hashtag #ShareaCoke. 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 impact of the Share a Coke campaign was nothing short of astounding. It defined why people loved Coke, but it wasnt making them buy more of it. In most cases, it is aimed at creating awareness on the service, product, or organisation. Weve reapplied the German on line store idea in NWEN this year. Another surprise was that people were buying Cokes to show people they cared for that they missed them from soldiers overseas in Afghanistan, to loved ones in hospital, to long-lost friends. WebStreamlined Portfolio of Brands, Marketing and Innovation to Power Cokes 2021 Strategy. 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. [10] In 2016, the company replaced people's names with lyrics from 70 popular songs including Lean on Me and We are the Champions. The main lesson to be learned from the success of Cokes Share a Coke campaign: people love personalized products when it is unexpected. a. WebCompanies can ensure the authenticity of their sales promotional campaigns by implementing various measures such as ensuring fairness, transparency, and accuracy in the selection of winners, providing clear and concise terms and conditions, and avoiding misleading or deceptive advertising. The brand was no longer viewed as any other beverage. Australians are known for calling each other by their first name, or mate for that matter. If you continue to use this site we will assume that you are happy with it. JR: We gave people the opportunity to Share a Coke with someone via the big, iconic digital sign at Kings Cross in Sydney. The moment Lucie Austin saw her name on a Coke bottle, she knew her team had a hit on its hands. The components can be collectively referred to as context elements. For example, a childrens toy may have boys ages 911 as the target market and the boys parents as the target audience. Each group can be divided into smaller segments. The companys market share has however being on the decline in the past decade. The group consisted of early adopters. The Cokes marketing communications was effective in that it was successful in making customers feel valued. Did General Motors make a mistake dropping Facebook ads? WebWhat is Share a Coke? Among the most used elements in the campaign include advertising, public relations, publicity and exhibitions. 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. 114-123. 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. The Coke marketing communications has also been vital in reminding the general public of the products existence (Senker & Foy 2012). "The Share a Coke Marketing Communications Plan." 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. IvyPanda. Through the campaign, the Coke brand has also managed to convince the world that its products can be used for the purpose of gifting. [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. Target Audience: Millennials are globally connected through their mobile phones. Coke has been one of the companys most coveted brands. TikTok ban: Are businesses ready to call time on TikTok? The personalised labels can be found on 375ml and 500ml PET bottles of Coca-Cola, Diet Coke and Coke Zero and the intention is to drive positive perception of the brand and to offer a fun and memorable experience for consumers, as they are encouraged to find a bottle for themselves, their family and friends. We knew we were only going to reach 42 percent of the population, even if we added generic names like Mom, Dad and Mate, so we purposefully made the invitation more aboutgivinga Coke to someone else rather than keeping it to yourself. 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. The primary campaign objective was simple: increase consumption of Coca-Cola over the summer period. 1. Two of the most popular jargons that have been branded on Coke products include Wingman and Bestie. The campaign strengthened the relationship between the company and its customer base. Lucie Austin, director of marketing at Coca-Cola, admitted that Share a Coke campaign is internally known as Project Connect and to inspire people and create a The campaign will target virtually everyone. We had a full day of pitches. The main reason is that the summer season, as there is an increase in sales for soft drinks. The target market for PepsiCo products is the population aged between 13 and 45 years. Explore our Purpose & Vision, History and more. The first aim to refresh the world highlights a desire for their products to taste refreshing. The marketing communications are framed in a manner that best suits the needs of the customers, the need to have their names on Cokes packaging materials. They were also vital in influencing the decisions of opinion formers. They are interested in a marketing communication that will result to an increase in sales. As such, personalised cans and bottles would not sit on the shelves of stores and supermarkets for long durations without being purchased. 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. It debrands the traditional Coke logo, replacing "Coca-Cola" from one side of a bottle with the phrase "Share a Coke with" followed by a person's name. Highlighted by their recent Share a Coke campaign, Coca-Cola truly does strive to inspire moments of optimism and happiness. Every country has put a new creative twist on the idea. Adverts over the broadcast media, such as television channels also work best for unique brands. It also needed to have mass appeal, while hitting the 24-year-old bulls-eye target. We engaged our key creative partners in Australia, and one from Singapore. Kotler, P & Keller, K 2006, A framework for marketing management, 3rd edn, Prentice Hall, Upper Saddle River, N.J. Kotler, P & Armstrong, G 2006, Principles of marketing, 11th edn, Prentice Hall, Upper Saddle River, N.J. Kotler, P, Kartajaya, H & Setiawan, I 2010, Marketing 3.0: from products to customers to the human spirit, Hoboken, New Jersey. 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. The launch of the Share a Coke program has had various benefits. Advertising activities have mainly been carried out on the broadcast media. JR: Despite the tight timeframe, the response was incredible. The name of the brand, Coca-Cola was replaced by peoples names. 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. LA: We were surprised by the degree to which consumers played with the idea and made it their own. BS1 4DJ, Fulham Palace You are free to use it for research and reference purposes in order to write your own paper; however, you Despite the success, more can be done to improve the results of the marketing communication. The company felt that people find personalised commodities totally irresistible. Broad Quay House [12] Additionally, Coca-Cola collaborated with McCann and Score a Score to create over 1000 unique songs based on names found on bottles of Coke. The marketing communications used for the initial phase of the Share a Coke campaign paid much attention to E-based marketing platforms (Rosenbaum-Elliot et al. The campaign targeted at loyal customers achieved more success than was expected. The marketing communications plan used in the Share a Coke campaign consist of four major components. (2019) 'The Share a Coke Marketing Communications Plan'. Great Britain, for example, celebrated the birth of the royal baby by inviting the world to Share a Coke with Wills and Kate on the iconic Coke sign in Piccadilly Circus. 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. Five of them had jokes related to Share a Coke they used it to connect with the audience. London Still, requests kept coming in. The Coca-Cola has over the past years been in a position to dominate the world market for non-alcoholic beverages. More generic names, such as bro, mum, and dad are also expected. What was the aim of the Share a Coke campaign? This group of people is a subset of the businesss total market. Four good reasons to indulge in cryptocurrency! Coke had become too familiar, too predictable.We were given a clear challenge by the head of the Pacific region to do something extraordinary. SW6 6EA. Objective of Share a Coke Campaign: Coca-Cola had two targets they needed to accomplish out of the Offer a Coke crusade. The numbers show that people love to see their names on branded products. The campaign featured personalized bottles with individual names and encouraged consumers to share a Coke with friends and family. Objectives. Turkey projected a virtual vending machine on a wall over Valentines Day to entice couples walking by. The Share a Coke campaign was taken to virtually all television channels in the world. The company has also over the years earned its position as one of the most respected non alcoholic beverage manufacturer, marketer, and distributor across the world. Its our fingerprint our identity in one word. Coke plans to take on more adventurous marketing campaigns. Bristol Coca-Cola has for many years dominated the worlds soft drink market in terms of sales. As such, the marketing communications had succeeded in differentiating the Coke brand from other non-alcoholic beverages retailed across the world (Senker & Foy 2012). 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). Increase the brand's profit during the summer of 2012. The phases will be based on the process of diffusion of the new campaign. Need a custom Report sample written from scratch by Youth consists the majority of consumers and the type of coke is not necessarily important. The first brand was associated with high sugar and calorie levels. Agencies: Naked Communications, Ogilvy, Wunderman, Ikon, Fuel, Urban, Momentum, One Green Bean. The major shortcoming of the campaign was that the company was at risk of losing millions of dollars following failure of some personalised brands to be purchased (Jenkins 2006). The Coca-Cola Company was worried that the group would not readily welcome the marketing communications. The Opera House gets obliterated for the Australian Conservation Foundation, Republican party release AI-generated ad attacking Biden, BuzzFeed News to shut down, CEO Jonah Peretti announces, Businesses report design skills are increasingly essential in every role, Cheap digital experiences are in the too hard basket and lead to abandoned carts, Fixing the ad industrys approach to culture with Carl Moggridge, How a Super Bowl ad is made, with Squarespaces VP of creative, Harnessing the full power of sonic branding, The future of TV campaigns is a measurable one, Urban Brand-Utility: putting the citizen at the centre, Urban Brand-Utility: a protopia for marketing communications that is both effective and regenerative. 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 Share a Coke campaign featured personalized Coke bottles and cans with the top 250 most popular teen and millennial names in the U.S. 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? That summer, Coke sold more than 250 million named bottles and cans in a nation of just under 23 million people. As such, it is important in sales promotion. In Australia, we were the number one most talked about Facebook page and 23rd globally. Create an idea that draws a lot of attention, gets put in media and excites consumers. Traffic on the Coke Facebook site increased by 870% and the Facebook page grew 39%. Over the past few years, there has been a decline in the demand and popularity of Coke products. This website uses cookies so that we can provide you with the best user experience possible. It can however also be used for the purpose of persuading potential customers to try what is being offered. 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. They texted us the names they wanted to see on the screen. Public relations have also been a key element of the promotional and advertising mix used in the Share a Coke campaign. Most of them are also Cokes loyal customers and would be pleased to see the brand succeed. Our purpose is to refresh the world and make a difference. Consumers were invited to SMS a friends name, which was projected live onto the iconic Coca-Cola sign at Sydneys Kings Cross. Coca-Colas Share a Coke campaign was pure marketing genius. Ballantyne, D 2004, Dialogue and its role in the development of relationship specific knowledge, Journal of Business and Industrial marketing, vol. 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). They quickly became a must-have object of desire. The campaign aims to create a perspective that Coca-Cola can be present at the heart of any positive experience or life story. Senker, C & Foy, D 2012, Coca Cola: the story behind the iconic business, Wayland, London. Already, the campaign has been a success with the company reporting an increase in sales of Coke products. Ignatius, A 2015, Shaking things up at Coca-Cola. Coca-Cola: Smart Objectives - Clover Strategic | Startup PR and Communications Agency Coca-Cola, 1971 - 'Hilltop' | "I'd like to buy the world a Coke" JR: The overwhelming demand for the personalized cans surprised us. As a result, a particular customer base was locked out by the marketing communications used (Jennings 2007). Key media and celebrity influencers with a large social media footprint were identified and sent personalised seeding kits with a Coke product bearing their name, including campaign messaging to share with their network of fans.
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