Today, I will be sharing a successful campaign by one of the world’s favourite brands, Coca-Cola. Coca-Cola has a long and proud history since late 18th century, and has dominated the soft drink industry even till today. It is known for its strong brand personality of fun and family among its loyal consumers, and for continuously trying to create positive personal impressions on its everyday consumer. Coca-Cola means more than just a soft drink; it captures the essence of human relationships, which one can have with friends, families and even with strangers.
‘Share a coke’ campaign is based on the spirit that good things must be shared, and Coca-Cola decided to swap its brand name on the product for the names of the people that matter to you most. That way, you can simply share a coke with your family and friends with their personalized names on. The marketing campaign got popular really fast, as many people loved the personalization aspect. Share a Coke started with 150 names and a new font called ‘You’ was specially curated for this campaign. It was gifted to celebrities and the product was placed in stores to allow consumers to discover the surprise themselves. It did happen, and many people started sharing on social media, creating much hype for the campaign. Within six months of launching, there were 330 million impressions on Twitter. Now, more than 150 million personalised bottles are sold. The Share a Coke campaign also attained 7 awards at 2012 Cannes Lions festival.
Why was Share a Coke so successful? One key reason was its ability to engage its digital savvy consumers to share their stories online. The brand gave autonomy to how its audience wanted to share photos, videos and create meaning out of the personalised bottles on various platforms such as Facebook, Twitter and Instagram. It joined the conversation and stories that people created, rather than trying to tell or dictate its audience. This indirectly promotes the brand and spread awareness of the campaign in a natural yet effective way.
Morever, personalisation is big among teenagers and young adults, in the persuit of being unique and differentiated among their own peers. Not to mention, the first thing that distinguishes us among one another would definitely be our names! Having a Coke bottle that someone can call their own, has definitely increased consumers’ engagement with the product on a personal level. Last but not least, the tagline and message ‘Share a Coke’ is a straightforward and direct message to encourage consumers to take action and share the coke, once again promoting the product indirectly. The effective tagline reduces the need for Coca-Cola to repeat the message as consumers spread the message via hashtags (#shareacoke) on social media, encouraging it to go viral with minimal effort on Coca-Cola’s end.
In conclusion, many factors worked well together in this campaign resulting in it going viral within a short period of time. Many consumers even developed more content from this campaign such as music videos, songs and online competitions. Coca-Cola definitely made their impact on consumers through this campaign which one will remember for a long time to come. To end off, here’s a Coke bottle music video that garnered over 6 million views till date!
Pass It On – COKE BOTTLE SONG!! – ft. Kina, Max, Sam, Alex G, KHS, Diamond
Evan Tarver (October 7, 2015). What Makes the ‘Share a Coke’ Campaign So Successful? (KO). Investopedia. Retrieved from http://www.investopedia.com/articles/markets/100715/what-makes-share-coke-campaign-so-successful.asp
Matthew Hepburn (2016). The Share a Coke story. Coca-Cola Journey. Retrieved from http://www.coca-cola.co.uk/stories/share-a-coke