Coke banked on the idea that people find personalization downright irresistible. The campaigns first phase was a success. The campaign earned a total of 18,300,000-plus media impressions. That summer, Coke sold more than 250 million named bottles and cans in a nation of just under 23 million people. We always thought it would be big; we were just nervous about getting to market and getting it right. The social media has played a major role in ensuring the success of the Share a Coke campaign. Chaston, I 2002, Small business marketing management, Palgrave Macmillan, London. 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. 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. We've established a portfolio of drinks that are best positioned to grow in an ever-changing marketplace. Also, managing in social media was still relatively new for brands. Your privacy is extremely important to us. Persons who had their names branded on the Coke products felt valued by the brand. We started getting emails from countries asking us how they could launch Share a Coke, so we built a toolkit to scale the idea. The campaign was carried out on a large-scale across the world. For Coca-Cola, this is the major period when the company was making its largest sales so far. 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. JR: There was a great deal of nervousness internally. The campaign strengthened the relationship between the company and its customer base. Instead, social network users have been doing the hard work for Coca-Cola. It read, Share a Coke with a Christian. I thought, someone has taken the time to do this. Across the world, the marketing communications strategies employed saw a 2.5 percent increase in total sales of Coke products. Through branding of Coke products with popular English names, many persons across the world have been in a position to personally associate with the product. And it worked. As a result, brand loyalty was promoted. Who would want their name on a brand unless it was as iconic as Coke? The numbers show that people love to see their names on branded products. The Coca-Cola Company had for many years been experiencing a decline in the sales volume across all brands. The campaign was launched in Britain. Participation and mass sharing was achieved through Facebook, which provided consumers with the tools to connect and Share a Coke by: Following launch, thousands of requests poured in for more names. The target market for PepsiCo products is the population aged between 13 and 45 years. The billboards are elected in strategic areas especially in urban areas. They can do this via Twitter hashtag #ShareaCoke. The reason behind this is that the Coca-Cola Companys products are marketed all over the world (Senker & Foy 2012). The Coca-Cola Company is emerging from the pandemic poised for growth with a leaner lineup of high-potential brands and a more disciplined, consumer-centric approach to marketing and innovation, Chairman and CEO James Quincey said There was a sharp rise in sales volumes across the world. The campaign featured personalized bottles with individual names and encouraged consumers to share a Coke with friends and family. Who is Coca-Colas target market what bases for segmentation have they applied? As such, the sales volumes have also been on the decline. IvyPanda. Senker, C & Foy, D 2012, Coca Cola: the story behind the iconic business, Wayland, London. The brand also has a number of interactive websites where customers can share about their experiences after using the wide range of Coke products. Over the years, customer tastes and preference have changed. "The Share a Coke Marketing Communications Plan." This sharing behavior acted as an organic means of spreading brand awareness throughout social media platforms. After 65,000 people got their say, Coke bottles with 50 new names were released. The companys major brands include Coke, Coca Cola Zero, Diet Coke, Fanta, Sprite, Powerade, Minute Maid, as well as Schweppers (Ignatius 2015). Australians are known for calling each other by their first name, or mate for that matter. In the process, the Coke brand will be in a position to maintain its dominance on the world soft drinks market. Nows the time for that idea. The main lesson to be learned from the success of Cokes Share a Coke campaign: people love personalized products when it is unexpected. In the business context, the marketing communications were aimed at driving up the sales of Coke products. 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. The companys market share has however being on the decline in the past decade. Coke plans to take on more adventurous marketing campaigns. The Share a Coke campaign used a wide range of promotional and advertising mix in order to reach the target audience effectively. 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 integrated marketing created a cohesive message that was available on every communication channel. The use of 250 most popular names in did not necessarily mean that all customers across the world would be having some sought of association with them (Kotler & Armstrong 2006). The Share a Coke Marketing Communications Plan. 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. As I said, there wasnt the confidence in social media then that there is now. The company was found to have invested more on television commercials with the aim of reaching a wider audience. As a result, many people across the world have become aware of the wide variety of Coke products that exist. professional specifically for you? "The Share a Coke Marketing Communications Plan." Amsterdam opened a pop-up store that exclusively sold personalized bottles and cans of Coke. The campaign featured personalized bottles with individual names and encouraged consumers to share a Coke with friends and family. The first aim to refresh the world highlights a desire for their products to taste refreshing. "The Share a Coke Marketing Communications Plan." LA: It was a 151-word mass reappraisal brief. Consumers who find their names on the packs are convinced to share the joy. They quickly became a must-have object of desire. 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. The personalization went beyond names and included popular jargon used by the millennial demographic, including Bestie and Wingman. Traffic on the Coke Facebook site increased by 870% and the Facebook page grew 39%. The campaign capitalized on the global trend of self-expression and sharing, but in an emotional way. Initially, the Share a Coke campaign started with 250 most popular names. 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. Unsurprisingly, Coca Colas objectives for the sales promotion were based exactly on these two things. To begin with, the use of generic names would be expected to produce better results since more people could associate with them. People were also able to personalise their own bottles of Coca-Cola at our Share a Coke tour. Tanne, J 2013, Coca-Cola launches antiobesity advertisements, The British Medical Journal, vol. 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. In terms of the internal context, the Coca-Cola Company incurred a lot of cost in the personalisation of the Coke bottles and cans. For example, a childrens toy may have boys ages 911 as the target market and the boys parents as the target audience. The use of the social media and websites was the most common. Despite the success, more can be done to improve the results of the marketing communication. 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. 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. 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? Share A Coke is a public Marketing communications used by the Coca-Cola Company also involved the use of electronic communications. Objectives. This website uses cookies so that we can provide you with the best user experience possible. During last summer, the company launched one of its most successful campaigns dabbed Share a Coke. We will write a custom Report on The Share a Coke Marketing Communications Plan specifically for you for only 11.00 9.35/page. Every country has put a new creative twist on the idea. Instead of sharing the beverage in normal Coca-Cola bottles, customers can now purchase bottles branded with actual human names. Cola products currently provide majority of the revenues, but the proportion of non cola products is increasing. The social media was the most widely used marketing tool. Through the campaign, the Coke brand has also managed to convince the world that its products can be used for the purpose of gifting. Their assumption came true when the campaign was rolled out across the world. From trademark Coca-Cola to Sports, Juice & Dairy Drinks, Alcohol Ready-to-Drink Beverages and more, discover some of our most popular brands in North America and from around the world. They include customer context, business context, internal context, and external context (Cranfield School of Management 2000). Theres a phrase called tall poppy syndrome. If anyone gets too big for their boots, they get cut down like a tall poppy. WebYou must have heard about the "Share a Coke" campaign, a viral marketing campaign that was launched by the Coca-Cola company in 2011. The main reason is that the summer season, as there is an increase in sales for soft drinks. Strictly Necessary Cookie should be enabled at all times so that we can save your preferences for cookie settings. In order to curb the decline in sales, the Coca-Cola Company initiated the Share a Coke campaign. Youth consists the majority of consumers and the type of coke is not necessarily important. Consumers then used these songs as inspiration to connect via Facebook. Coke is big enough to pull off an idea like this, which speaks to the iconic nature of the brand. High sales levels were also recorded in Canada, Britain, and the United States of America. I remember my husband and I driving past a church and noticing a sign with slotted letters, like Scrabble. They have been in a position to achieve this by sharing the beverage with others especially friends and family members. The original budget was $3.3 billion, but the advertising budget has increased by $1 billion the The primary campaign objective was simple: increase consumption of Coca-Cola over the summer period. 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). 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. 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%. And it worked. Objective of Share a Coke Campaign: Coca-Cola had two targets they needed to accomplish out of the Offer a Coke crusade. Baker, S 2003, New consumer marketing: managing a living demand system, John Wiley, London. Young adult consumption increased significantly during the campaign, up by 7%, making 2011 the most successful summer ever. WebTask: Pick multiple metrics to measure a campaign's success and classify the metrics into audience, channel engagement, universal, and financial metrics. Cokes focus on securing premium sales left it open to Pepsis deep discounting outmuscling its blend of brand marketing and multi-pack promotions. Jenkins, H 2006, Convergence culture: where old and new media collide, New York University Press, New York. Share A Coke. 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 company has developed a number of Coke brands with low calorie levels (Senker & Foy 2012). Advertising activities have mainly been carried out on the broadcast media. IvyPanda. They were also well informed of the trending issues in the social media. Some of the Coke customers were also dissatisfied that their names were missing in the list selected for the personalisation campaign (Keller 2012). The components can be collectively referred to as context elements. (i) The first and primary objective was to increase their sales as it was the summer We use cookies to ensure that we give you the best experience on our website. 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. They were also instrumental in making most of their friends and family members aware of the campaign. Bishops Avenue The following year we introduced the 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. The company was also keen to brand a variety of packaging materials in order to increase the sales of their product. 3. The Coca-Cola Company has been refreshing the world and making a difference for over 136 years. As such, there was a shortage in some of the personalised brands. July 1, 2019. https://ivypanda.com/essays/the-share-a-coke-marketing-communications-plan/. It will continue until the end of the year. They texted us the names they wanted to see on the screen. What was the aim of the Share a Coke campaign? This report on The Share a Coke Marketing Communications Plan was written and submitted by your fellow 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. [1] The campaign, which uses a list containing 250 of each market country's most popular names (generic nicknames and titles are also used in some cases), aims to have people go out and find a bottle with their name on it, then share it with their friends. Edmer Santos Digital Marketing, Coca-Cola PR Magic for Over a 100 Years | PR Superstar, IMC and Digital Campaigns Effective? 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. Broad Quay House Celebrities were picking up the bottles and talking about them without any formal connection to us. WebCoca-Cola had two objectives they wanted to achieve out of the Share a Coke campaign. The agency to be used for future marketing communications should be furnished with the following information. You are free to use it for research and reference purposes in order to write your own paper; however, you Highlighted by their recent Share a Coke campaign, Coca-Cola truly does strive to inspire moments of optimism and happiness. JR: Wed probably spend a fraction of what we spent on TV. Coca-Cola has for many years dominated the worlds soft drink market in terms of sales. The campaign is currently being phased out, but there are whispers of plans to rerun the campaign every summer. Some of the personalised brands have had a great demand that they were out of market as soon as the campaign was launched. Coca-Colas Share a Coke campaign was pure marketing genius. Participate and stand a chance to win your share of R300 000.The Competition is open from 21st March 2022 and ends at 12am, midnight on 31st May 2022. There were countless late-night conference calls with the global team in Atlanta, risk assessment meetings, and conversations with trademark counsel, bottling partners and other stakeholders. 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. The aim of the campaign will be to promote sales. The billboards used for the campaign were also often very colorful and catchy to the publics eye. The campaign was further adapted as a mobile campaign that would target Mexican teens and young adults. The first Share a Coke campaign started in Australia in 2011. The Coke marketing communications has also been vital in reminding the general public of the products existence (Senker & Foy 2012). We utilize security vendors that protect and Despite the hugely successful campaign, the names available on Coke cans and bottles reflected typical North American names. Share a Coke was a marketing campaign that Coca-Cola GB launched in 2013 and 2014. 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. LA: Ive actually gotten to live Share a Coke four times in Australia, then New Zealand and in Europe twice so Ive seen its journey first hand. Most of them are also Cokes loyal customers and would be pleased to see the brand succeed. Agencies: Naked Communications, Ogilvy, Wunderman, Ikon, Fuel, Urban, Momentum, One Green Bean. The drop in sales has been as a result of stiff competition from other manufactures of low sugar and calorie beverages. 2019. The impact of the Share a Coke campaign was nothing short of astounding. The campaign went beyond customized bottles. Coca-Colas Top Marketing Campaigns 1. It was also aimed at promoting the sharing of Coke products. IvyPanda. It contains thousands of paper examples on a wide variety of topics, all donated by helpful students. We replaced our iconic logo with some of the nations most That sealed it for me. In the end, we went with our existing agency, Ogilvy, due to our long history with them. 1-19. They readily welcomed innovations. If you disable this cookie, we will not be able to save your preferences. Create an idea that draws a lot of attention, gets put in media and excites consumers. Bill boards were elected in strategic places across the world, such as along highways to catch the attention of potential customers. Bristol 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). https://ivypanda.com/essays/the-share-a-coke-marketing-communications-plan/, IvyPanda. We gave consumers an opportunity to express themselves through a bottle of Coke, and to share the experience with someone else. 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. The Coca-Cola brand often goes by the name Coke. 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. Catch up on the latest Coca-Cola news from around the globe - from exciting brand innovation to the latest sustainability projects. It was evident that people are excited having their names on branded products. They were mainly young individuals most of whom were computer literate. 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. As a result, most marketing efforts by the company have focused on the brand. Nicknames such as "bro", "better half" and "sidekick" were also added to the inventory of names. 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 queues stretched around the block our products becametheChristmas gift of the year [summer in Australia falls over the holidays]. We call it the You font because its about you, the consumer, notCoca-Cola. Retrieved from https://ivypanda.com/essays/the-share-a-coke-marketing-communications-plan/. Customers could now use it as a gift especially to persons who had their names branded on the bottles. Creating a personalised experience for consumers is a key strategy for many brands these days. Varied content was created to suit a broad target audience allowing people to engage with the campaign in different ways, to varying degrees and via different contact points, making the campaign relevant to people who wanted to get highly involved or for those who just wanted to take part in the fun. 1 July. Four good reasons to indulge in cryptocurrency! The framework seeks to assess the effectiveness of a marketing communications based on its intended uses which include differentiating, reminding, informing, and persuading. 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 company would incur losses following failure by the population to purchase the already personalised Coke bottles. Marketing communications revolving around the Share a Coke campaign also involved the use of face to face advertising. My reaction was childlike, she recalls. We came up with a block list of over 5,000 words our printers literally could not print and the sign could not display. [1][2] The campaign began in Australia in 2011. There is also a new Share A Coke UK website and an associated Facebook app, where people who cannot find their names printed on labels can create a virtual personal can, the company explained. Segments are typically grouped by age, location, income and lifestyle. Koppe, S 2012, A moderate eclecticism: ontological and epistemological issues, Integrative Psychological and Behavioural Science, vol. The campaign received multiple awards at the Creative Effectiveness Lion Awards at Cannes. People were seen to identify with the beverages whose bottles were branded their names or those of persons closely related to them. The Share a Coke campaign was taken to virtually all television channels in the world. Coca-Colas Share a Coke campaign was pure marketing genius. What is Coca Colas financial objectives? 46 no. Coke too has evolved over the years. By Lara O'Reilly 11 Sep 2013. The company has taken advantage of its popularity across the world, as well as vast resources to publicise the campaign (Koppe 2012). The next phase of the Share a Coke campaign will involve the use of generic names, such as dad, mum, bro, wingman, and bestie to brand the Coke packaging materials. The brand was no longer viewed as any other beverage. Prince Street As such, there will be an increase in revenue generated. 2023 Stratton Craig Registered in England and Wales No. Share a Coke found the sweet spot by making consumers famous through the most iconic brand in the world. The second phase of the campaign is expected to be rolled out anytime this year with over 1000 popular names already in book. Did General Motors make a mistake dropping Facebook ads? JR: Australia is one of the worlds most developed markets, which means growth is hard. This new addition to the campaign titled 'In the Name of Everyone,' had a Coca-Cola vending machine built and shipped to a rural and native town in Peru. The secondary objective was 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. Each group can be divided into smaller segments. The popularity of these brands had resulted in a decline in the consumption of Coca-Cola brands among them Coke. Most often asked questions related to bitcoin. JR: Despite the tight timeframe, the response was incredible. Germany set up online store where you could order personalized bottles to be delivered for home delivery. 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.
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