Marketing communications revolving around the Share a Coke campaign also involved the use of face to face advertising. Did General Motors make a mistake dropping Facebook ads? Customers are a source of revenue to the Coca-Cola Company. It was evident that people are excited having their names on branded products. Millions of Coca-Cola loyal customers are hopeful to find their names branded on the Coca-Cola bottles. JR: The overwhelming demand for the personalized cans surprised us. Four different kinds of cryptocurrencies you should know. The marketing communications will also make the world aware of the existence of the new Share a Coke campaign. The first and primary objective: Increase sales during the summer period in 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. My reaction was childlike, she recalls. During last summer, the company launched one of its most successful campaigns dabbed Share a Coke. The primary campaign objective was simple: increase consumption of Coca-Cola over the summer period. IvyPanda. We engaged our key creative partners in Australia, and one from Singapore. 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? 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. In the budget, we will assume that at least half of the customers who will share their experience in the social media. The campaign used an integrated promotional and marketing mix. To begin with, the use of generic names would be expected to produce better results since more people could associate with them. Nicknames such as "bro", "better half" and "sidekick" were also added to the inventory of names. The sentiment of sharing a Coke with someone else broadened our appeal. 346, p. 494. [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. 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. Turkey projected a virtual vending machine on a wall over Valentines Day to entice couples walking by. People were also able to personalise their own bottles of Coca-Cola at our Share a Coke tour. The campaign has since made its way around the world, reaching more than 70 countries, to date.Coca-Colateams from Great Britain, to Turkey to China and, most recently, the United States have put their own creative spin on the concept, while preserving the simple invitation to Share a Coke with (insert name). What is the marketing strategy of Coca Cola? (2019, July 1). 4. Seventy-six thousand virtual Coke cans were shared online and 378,000 custom Coke cans were printed at local Westfield malls across the country. 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. We had a full day of pitches. Marketing communications strategies employed by the Coca-Cola Company for the Coke brand have also helped in customer persuasion. That summer, Coke sold more than 250 million named bottles and cans in a nation of just under 23 million people. Nows the time for that idea. Language links are at the top of the page across from the title. The campaign seeks to capitalize on Coca-Cola as an iconic cultural brand which goes back to the roots of its origins as a social beverage which brings people together. 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. Through the campaign, the Coke brand has also managed to convince the world that its products can be used for the purpose of gifting. 378,000 Coke cans were printed at kiosks, and overall sales increased by 1. Increase consumption of Coca-Cola during the summer months of 2011. In 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 resulting campaign, known internally as Project Connect based on its ambition to both strengthen the brands bond with Australias young adults and inspire shared moments of happiness in the real and virtual worlds became known as Share a Coke. The first-of-its-kind campaign celebrated the power of the first name in a playful, social way by swapping out Coke branding on bottles and cans with the 150 most popular monikers in Australia. The Coke marketing communication has also been vital in the development of the brand strategy, promoting the sales of Coke products. 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). July 1, 2019. https://ivypanda.com/essays/the-share-a-coke-marketing-communications-plan/. The Coca-Cola brand has been the most affected (Tanne 2013). Segments are typically grouped by age, location, income and lifestyle. There are plans for a campaign featuring an auto-generated design printed on bottles. In future, even the traditional marketing channels should be included in the promotional and advertisement mix (Jennings 2007). If you disable this cookie, we will not be able to save your preferences. As such, personalised cans and bottles would not sit on the shelves of stores and supermarkets for long durations without being purchased. The fact that your name is on a Coke bottle, it cant get more personal than that! Did you know? London Coca-Colas Share a Coke campaign, which saw names like Chris, Alex, and Jess, as well as monikers like BFF and Wingman emblazoned on bottles and cans, is credited for increasing the companys US soft drink sales by 0.4 percent year-over-year, according to data reported in The Wall Street Journal. This type of campaign was first introduced in Australia in 2011, and the campaign saw massive success with a 7% increase in Coke consumption. They quickly became a must-have object of desire. In the process, most of the worlds population has become familiar with it. (2019) 'The Share a Coke Marketing Communications Plan'. Strictly Necessary Cookie should be enabled at all times so that we can save your preferences for cookie settings. With the success of the campaign down undah, U.S. Coke finally decided to give the campaign a try in the states for the first time in June, 2014. 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 In Australia, the success of the campaigns marketing communications was associated with a 7 percent increase in Coke sales. For example, a childrens toy may have boys ages 911 as the target market and the boys parents as the target audience. WebThe first-of-its-kind campaign celebrated the power of the first name in a playful, social way by swapping out Coke branding on bottles and cans with the 150 most popular monikers in Australia. The company had attributed the decline in sales was as a result of competition from other low sugar and low calorie soft drink brands (Ignatius 2015). They were among the first individuals to be aware of the campaigns presence. The Coca-Cola Company funds the Share a Coke campaign. The campaign also created a gift-giving dynamic which further encouraged the collectability of Coke products. Coca-Colas Share a Coke campaign was pure marketing genius. 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. Unsurprisingly, Coca Colas objectives for the sales promotion were based exactly on these two things. That summer, Coke sold more than 250 million named bottles and cans in a nation of just under 23 million people. By sharing a Coke, thousands of people have unknowingly provided Coca-Cola with free marketing. The personalised beverages were placed strategically in stores with the aim of catching the attention of the customers. [3][4][5] In Australia, the advertising agency Ogilvy estimated that the campaign increased Coke's share of the category by 4% and increased consumption by young adults by 7%. 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. Kitchen, P & Pelsmacker, P 2004, Integrated marketing communications: a primer, Routledge, New York. However, there has been a decline in sales of Coke products in the past decade. Highlighted by their recent Share a Coke campaign, Coca-Cola truly does strive to inspire moments of optimism and happiness. The campaign was originally trialled back in 2011, They include customer context, business context, internal context, and external context (Cranfield School of Management 2000). Increase the brand's profit during the summer of 2012. Our mission is simple: help marketers excel. In the end, we went with our existing agency, Ogilvy, due to our long history with them. The billboards used for the campaign were also often very colorful and catchy to the publics eye. Consumers were invited to SMS a friends name, which was projected live onto the iconic Coca-Cola sign at Sydneys Kings Cross. The products are priced competitively because of the heavy competition in the soda industry. Coca-Cola's "Share a Coke" campaign was a strategic communication campaign that aimed to increase brand loyalty and engagement among millennials. Opinion leaders played a major role in promoting the campaign (Ballantyne 2004). Across the world, the marketing communications strategies employed saw a 2.5 percent increase in total sales of Coke products. LA: Our research showed that while teens and young adults loved that Coca-Cola was big and iconic, many felt we were not talking to them at eye level. 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 company achieved this by replacing their labels on the bottles with 250 of Britains most popular names.