The Share a Coke campaign was aimed at changing this downward trend. 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? (2019, July 1). 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%. We use cookies to ensure that we give you the best experience on our website. What is the marketing strategy of Coca Cola? The campaign featured personalized bottles with individual names and encouraged consumers to share a Coke with friends and family. Tanne, J 2013, Coca-Cola launches antiobesity advertisements, The British Medical Journal, vol. If you are the copyright owner of this paper and no longer wish to have your work published on IvyPanda. A campaign was needed that would make a big splash and disrupt and excite Australians. The numbers show that people love to see their names on branded products. WebStreamlined Portfolio of Brands, Marketing and Innovation to Power Cokes 2021 Strategy. 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. As intended, the campaigns lead to a gift-sharing culture which resulted in an increase in the sales volume of Coke products. However, more attention will be paid to the young generation who are keen to follow the trending issues in the social media. It was evident that people are excited having their names on branded products. The company is responsible for the marketing of these brands. (2019) 'The Share a Coke Marketing Communications Plan'. Through the new campaign, the Coca-Cola Company will keep customers all over the world aware of the continued existence of their Coke brand. It can however also be used for the purpose of persuading potential customers to try what is being offered. 2011). 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. The Coca-Cola Company funds the Share a Coke campaign. 19 no. Metas new suitability controls distance advertisers from harmful content. What was the aim of the Share a Coke campaign? They would serve as opinion leaders in the campaign. They have been in a position to achieve this by sharing the beverage with others especially friends and family members. By encouraging the sharing culture, Coke was in a position to spread brand awareness. [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. 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. Already, the campaign has been a success with the company reporting an increase in sales of Coke products. Cola products currently provide majority of the revenues, but the proportion of non cola products is increasing. The first and primary objective: Increase sales during the summer period in What is Share a Coke?| Frequently Asked Questions As such, the campaign was readily welcomed even outside the United Kingdom where it had initially been launched. Those names that were popular in one region were also not necessarily popular in another. It was an extraordinary coincidence one of the most bizarre moments Ive ever seen in advertising. A business organization will develop products with great mass appeal and offer them to every customer through mass retailers and independent stores. WebThe share a coke ad enabled Coca-Cola customers to connect both online and offline. Share A Coke- A look back into one of the most The Share a Coke Marketing Communications Plan. If you disable this cookie, we will not be able to save your preferences. In Australia, the success of the campaigns marketing communications was associated with a 7 percent increase in Coke sales. 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. Bottles of coke are labelled with favourite summer holiday spots such as Hawaii, Ibiza, Barbados etc. Opinion leaders played a major role in promoting the campaign (Ballantyne 2004). 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. 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. "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? In Australia, we were the number one most talked about Facebook page and 23rd globally. Campaign The main lesson to be learned from the success of Cokes Share a Coke campaign: people love personalized products when it is unexpected. Among the most used elements in the campaign include advertising, public relations, publicity and exhibitions. The Coke marketing communications has also been vital in reminding the general public of the products existence (Senker & Foy 2012). The group consisted of early adopters. 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. They quickly became a must-have object of desire. Coke has been one of the companys most coveted brands. ensure the integrity of our platform while keeping your private information safe. North America, The Coca-Cola Companys flagship market, includes finished goods, juice, and foodservice businesses. The main objectives for the Coca Cola Company are to be globally known as a business that conducts business responsibility and In future, even the traditional marketing channels should be included in the promotional and advertisement mix (Jennings 2007). In most cases, it is aimed at creating awareness on the service, product, or organisation. Seventy-six thousand virtual Coke cans were shared online and 378,000 custom Coke cans were printed at local Westfield malls across the country. The campaign is currently being phased out, but there are whispers of plans to rerun the campaign every summer. Language links are at the top of the page across from the title. You are free to use it for research and reference purposes in order to write your own paper; however, you 2019. And it worked. Through a partnership with Austereo, 150 name songs were created and broadcast on-air nationally. The main reason is that the summer season, as there is an increase in sales for soft drinks. 2 And indeed, it worked! 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. Who is the target market for soft drinks? The campaigns first phase was a success. 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. 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? Through unique branding, customers are attracted to a particular product especially when it comes to exhibitions. And South Africa created the adorable TV commercial, Bobby, which has been one of Cokes highest-scoring ads ever. Through the use of effective marketing communications, Coke was able to achieve its brand strategy. By having these objectives , it forms the foundation for companies in the decision making process. With the introduction of new products, brand extensions and the blurring of traditional categories, however, the soft drink market has never been so competitive. It was also aimed at promoting the sharing of Coke products. The campaign received multiple awards at the Creative Effectiveness Lion Awards at Cannes. The impact of the Share a Coke campaign was nothing short of astounding. a. JR: There was a great deal of nervousness internally. Read more about this campaign in our blog. The Coke marketing communication has also been vital in the development of the brand strategy, promoting the sales of Coke products. Share a Coke showed that this new landscape was here. They were also instrumental in making most of their friends and family members aware of the campaign. The campaign exceeded expectations with millions of Australians getting together and Sharing a Coke either virtually or literally. 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. Thanks to the campaign, the company saw a 2.5% increase in total sales and soft-drink volume went up by 0.4%. As the campaign gained popularity, we did a second release where we let consumers vote for the next wave of names. 2023 Stratton Craig Registered in England and Wales No. 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 Safalta : Outcome Driven Platform | Skills | Jobs 1. Campaign We were ready with kiosks that toured 18 Westfield shopping centres inviting consumers to personalise a Coca-Cola can with any name of their choosing. The first Share a Coke campaign started in Australia in 2011. The significant role played by bitcoin for businesses! Catch up on the latest Coca-Cola news from around the globe - from exciting brand innovation to the latest sustainability projects. 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. Coca-Colas Share a Coke campaign was pure marketing genius. The first brand was associated with high sugar and calorie levels. More emphasis was put on the broadcast media and the internet with the aim of reaching a wider audience. Traffic on the Coke Facebook site increased by 870% and the Facebook page grew 39%. The secondary objective was to get people talking about Coke again. There has been virtually no media coverage of the move, as the company wanted to surprise consumers who were shopping for Coca-Cola products. Share a Coke was a marketing campaign that CocaCola GB launched in 2013 and 2014. Share a Coke 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. We gave consumers an opportunity to express themselves through a bottle of Coke, and to share the experience with someone else. By putting first names on the packs, we were speaking to our fans at eye level. 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. 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. Define your objectives: Start by identifying The sentiment of sharing a Coke with someone else broadened our appeal. Share a Coke Campaign Social media chatter and media coverage blew up. The brand popularity made it easier for the company to reach its target audience. We are using cookies to give you the best experience on our website. You can use them for inspiration, an insight into a particular topic, a handy source of reference, or even just as a template of a certain type of paper. (i) The first and primary objective was to increase their sales as it was the summer JR: I remember going to the finals of a standup comedy competition in Sydney, where 12 acts were doing short sets. 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. Not so much about the idea, but about the scale of approvals wed need to go through, and ensuring we had accounted for all risk factors. In terms of the customer context, the marketing communications used were aimed at targeting loyal Coca-Cola customers. With over 370 million consumers, the region holds approximately $215 billion in industry value. The reason behind this is that the Coca-Cola Companys products are marketed all over the world (Senker & Foy 2012). On Twitter the hashtag #ShareACoke has been used, allowing consumers to tell their friends about the new packs. More generic names, such as bro, mum, and dad are also expected. Coca-Cola's "Share a Coke" campaign was a strategic communication campaign that aimed to increase brand loyalty and engagement among millennials. The campaign will commence with the branding of 2million bottles and cans. You can find out more about which cookies we are using or switch them off in settings. The Coca-Cola Company had for many years been experiencing a decline in the sales volume across all brands. The drop in sales has been as a result of stiff competition from other manufactures of low sugar and calorie beverages. 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. Free Strategy Consultation.Meet with a specialist to talk through your specific challenges and discover if Incitrio is right for you. People were seen to identify with the beverages whose bottles were branded their names or those of persons closely related to them. The marketing communications will also make the world aware of the existence of the new Share a Coke campaign. 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. Not sure if you can write a paper on The Share a Coke Marketing Communications Plan by yourself? Most of them are also Cokes loyal customers and would be pleased to see the brand succeed. 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. We had a full day of pitches. As a result, a particular customer base was locked out by the marketing communications used (Jennings 2007). They texted us the names they wanted to see on the screen. Compared to traditional channels, such as television adverts, the use of E-based marketing techniques allowed customers to give feedback (Hastings, Angus & Bryant 2011). For example, a childrens toy may have boys ages 911 as the target market and the boys parents as the target audience. #ShareACoke - social media and storytelling - Stratton As I said, there wasnt the confidence in social media then that there is now. This strategy was implemented during the summer season of the year 2011. The brand also has a number of interactive websites where customers can share about their experiences after using the wide range of Coke products. 1-19. 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.
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