“Share a Coke”
The “Share a Coke” campaign has been one of the biggest advertising campaign successes. This is a campaign that started in Australia in 2011, and is something that has continued to grow and become a global sensation. This campaign took Coca-Cola from a brand that was stuck in a rut, into big sales volumes. Share a coke became a part of a series and ended up being a kind of global movement contributing to the social trend of self-expression.
The first commercial that came out for the “Share a Coke” was right before summer and it is demonstrating that sharing the Coke leads to summer fun, and more and more people getting involved and being together. It starts off with a girl buying a Coke for her and her friend from the cashier and as day goes on, more and more people buy their Coke from the cashier and go have fun together. At the end of the commercial the girl, offers the cashier a Coke with his name at the end of his work shift and they all go out together.
Share a Coke is a genius campaign put together by Coca-Cola Australia. The idea for the campaign stemming from one of their advertising agencies Ogilvy, and they originally were calling it “Project Connect”. This was something that was completely new and original not only for Coca-Cola, but for the industry as well. This idea made the brand a part of the audience’s identity, a part of their routine and their emotions. The creators of this campaign did not even expect the overwhelming amount of love for the campaign. This is something that no one else has done before. It is also something that could be seen as very risky. One of the concerns they had with the campaign had to do with the digital signage in Sydney asking people to text them the names they wanted to see on the screen. They knew people were going to take advantage of this opportunity and text in rude or profane words so they had to come up with a “block list” of words the sign could not display. The list worked very well and they didn’t get offensive words up on the screen that could potentially put the campaign and the company in a bad light.
This is something that no other company has done before, and this generation of people tends to like having brands be personalized to themselves. Anyway that you can make something personal to the consumer, they are more likely to see your brand positively. People loved being able to see their names on it, and be able to share the love with friends and family by giving a Coke with their name on it.
The response from the campaign was more than they expected. They ended up having, “Over a thousand names on our bottles, 998 million impressions on Twitter, 235,000 tweets from 111,000 fans using the #ShareaCoke hashtag, more than 150 million personalized bottles sold, over 730,000 glass bottles personalized via the e-commerce store, 17,000 virtual name bottles shared online across Europe, and 65 experiential stops on the Share a Coke tour.” They also did not expect to have the overwhelming emotional response that they did, but this is an example of when the public can shape an idea into something more. People were using this campaign to communicate with loved ones that they were missed. People are even still using the #ShareaCoke today, and this campaign started in 2011.
This is a campaign that needs to be remembered, and if possible emulated. If companies can make their brands resonate with their audience on a personal level, the talk, and positive associate with that brand will be developed so much deeper than the often shallow reasoning’s people are drawn to particular brands.
More links & videos:
During the summers of 2013 and 2014, Coca-Cola made a splash when we swapped our famous logo with your name, so you…www.coca-cola.co.uk
The moment Lucie Austin saw her name on a Coke bottle, she knew her team had a hit on its hands. "My reaction was…www.coca-colacompany.com