And South Africa created the adorable TV commercial, Bobby, which has been one of Cokes highest-scoring ads ever. We aim to improve people's lives, from our employees to those who touch our business to the many communities we call home. Segments are typically grouped by age, location, income and lifestyle. TikTok ban: Are businesses ready to call time on TikTok? We knew we were only going to reach 42 percent of the population, even if we added generic names like Mom, Dad and Mate, so we purposefully made the invitation more aboutgivinga Coke to someone else rather than keeping it to yourself. The main lesson to be learned from the success of Cokes Share a Coke campaign: people love personalized products when it is unexpected. Rosenbaum-Elliot, R, Percy, L & Pervan, S 2011, Strategic brand management, 2nd edn, Oxford University Press, Oxford. 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. It contains thousands of paper examples on a wide variety of topics, all donated by helpful students. 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. Why personalisation matters in content marketing Olivia Digital Marketing Blog, Traditional Media: the new age into marketing! There is still a belief in the marketing world that you need to spend big on media to make sure people see your ideas, but Share a Coke proved that you can focus your resources on building ideas people want. Read more about this campaign in our blog. In Australia, the success of the campaigns marketing communications was associated with a 7 percent increase in Coke sales. Cola products currently provide majority of the revenues, but the proportion of non cola products is increasing. It has over the years recorded more sales compared to other Coca-Cola brands. 2019. Share a Coke was a marketing campaign that CocaCola GB launched in 2013 and 2014. 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. In the end, we went with our existing agency, Ogilvy, due to our long history with them. making their own TVC, featuring their friends profile pictures. The Coca-Cola brand often goes by the name Coke. We gave consumers an opportunity to express themselves through a bottle of Coke, and to share the experience with someone else. The shortage and unavailability of many names also had a negative effect on the gift-sharing culture that the Coca-Cola Company had attempted to create. WebYou must have heard about the "Share a Coke" campaign, a viral marketing campaign that was launched by the Coca-Cola company in 2011. WebFor our first TV ad, we asked people who theyd most like to share a Coke with, which sparked fans to do the same on social media. They texted us the names they wanted to see on the screen. Celebrities were picking up the bottles and talking about them without any formal connection to us. Bishops Avenue The numbers show that people love to see their names on branded products. 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. All this packaging materials were branded in order to match consumer preference. The Share a Coke campaign carried with it a very clear message. 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). You are free to use it for research and reference purposes in order to write your own paper; however, you However, the marketing communications strategies used for the campaign has seen the personalised packages containing beverages from the different Coke brands advertised over a wide variety of media. Language links are at the top of the page across from the title. 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? 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%. This group of people is a subset of the businesss total market. 19 no. WebWhat is Share a Coke? In fact, the campaign was seen to catch the attention of virtually all members of the public. We've established a portfolio of drinks that are best positioned to grow in an ever-changing marketplace. Ogilvy and Coca-Cola developed the campaign with two clear objectives in mind. The promotion and advertisement mix should also compose of both E-based and traditional channels to reach a wider audience. The brand was also allocated retail spaces which allowed the Coca-Cola Company to showcase the personalised Coke products. Pretty much immediately, we knew we were on to something. However, with the introduction of the Share a Coke campaign, Coca-Cola was able to break the downward trend. Over the years, customer tastes and preference have changed. As such, there was a shortage in some of the personalised brands. Copyright 2023 - IvyPanda is operated by, The Share a Coke Marketing Communications Plan, Creating Standard International Marketing Communication Strategies, Marketing Communications Campaign for Samsung Galaxy S8, Branded Entertainment in Coca-Cola Company, Cola Wars Continue: Coke and Pepsi in 2010, The New Coke Saga: A Case of Innovative Decision Making Gone Wrong, Coke and Pepsi in India: Issues, Ethics, and Management, Benetton and Yeo Valley Companies Marketing Communication, Marketing Plan for Water Sensitive Nail Polish, Within the first week after the campaign launch, Adopt between the second and fourth month after launch. Since this population mostly comprises of young people, Pepsi sells its products in restaurants, schools, colleges, fast food stores, and other places that this target market frequents. The billboards used for campaign have been placed strategically with the aim of catching the attention of as many people as possible. The company has developed a number of Coke brands with low calorie levels (Senker & Foy 2012). What was the aim of the Share a Coke campaign? 1.Share a Coke - Customize Strategy - Q&A Task: For IKEA, think about its customers and customer networks then answer the following questions. There was a sharp rise in sales volumes across the world. The secondary objective was to get people talking about Coke again. "The Share a Coke Marketing Communications Plan." However, the campaign is not sustainable in the long-run since it is difficult for the company to determine which personalised brands are selling more than others (Holm 2013). They include Diet Coke, Coke Zero, as well as Coke Light. The success of the campaign will be judged based on sales volumes. Fill, C 2011, Essentials of marketing communications, Financial Times/Prentice Hall, London. The idea used in the marketing communications was new. IvyPanda. 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. Edmer Santos Digital Marketing, Coca-Cola PR Magic for Over a 100 Years | PR Superstar, IMC and Digital Campaigns Effective? Coca-Cola's "Share a Coke": Coca-"Share Cola's a Coke" campaign urged consumers to engrave their names or the 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. In most cases, it is aimed at creating awareness on the service, product, or organisation. The first and primary objective: Increase sales during the summer period in We call it the You font because its about you, the consumer, notCoca-Cola. The brand was conceived in 1886. Getting there was a pretty funny process. And, in order to bring people together, Coca-Cola needed to encourage this on a more personal level and what better way to spark conversation than by using a first name! 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). Each group can be divided into smaller segments. Increase the brand's profit during the summer of 2012. We always thought it would be big; we were just nervous about getting to market and getting it right. Outdoor advertising was also a key aspect of the brands marketing communications. Young Adult and Adults prefer diet coke more. 3. 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. Copyright 2022-2023 Incitrio | Brand Intelligence Agency All Rights Reserved, How the iPhone 6 Plus will Affect Fashion. Watch our behind-the-scenes video about the making of Share a Coke. People are likely to embrace the target product due to peer influence. Their assumption came true when the campaign was rolled out across the world. Through the new campaign, the Coca-Cola Company will keep customers all over the world aware of the continued existence of their Coke brand. A business organization will develop products with great mass appeal and offer them to every customer through mass retailers and independent stores. Australians are extremely egalitarian. We are using cookies to give you the best experience on our website. With the introduction of new products, brand extensions and the blurring of traditional categories, however, the soft drink market has never been so competitive. Web. Share a Coke is a multi-national marketing campaign of Coca-Cola. Weve reapplied the German on line store idea in NWEN this year. We had some very senior people in a room literally brainstorming swear words. Fifteen minutes later, Ogilvy, our incumbent agency, came in and presented exactly the same idea in the same way. I feel that generic names, such as dad, mum, bro, wingman, and bestie among others would be the most effective. The use of exhibitions was also a major element of the promotional and advertisement mix used in the Share a Coke campaign. Coca-Colas Share a Coke campaign was pure marketing genius. The drop in sales has been as a result of stiff competition from other manufactures of low sugar and calorie beverages. (i) The first and primary objective was to increase their sales as it was the summer It was an example of how the public took the idea and shaped it themselves. The impact of the Share a Coke campaign was nothing short of astounding. The popularity of these brands had resulted in a decline in the consumption of Coca-Cola brands among them Coke. 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? It was an extraordinary coincidence one of the most bizarre moments Ive ever seen in advertising. 346, p. 494. Free Strategy Consultation.Meet with a specialist to talk through your specific challenges and discover if Incitrio is right for you. The campaign has now finished but we have plenty more ideas up our sleeve so watch this space. The marketing communications used in the campaign saw the beverages sales rise considerably. (2019, July 1). 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. See how our company and system employees make this possible every day and learn more about our areas of focus in sustainability. In order to curb the decline in sales, the Coca-Cola Company initiated the Share a Coke campaign. Objectives. They are interested in a marketing communication that will result to an increase in sales. The company was found to have invested more on television commercials with the aim of reaching a wider audience. In 2019, Coca-Colas U.S. market share amounted to 43.7 percent. [12] Additionally, Coca-Cola collaborated with McCann and Score a Score to create over 1000 unique songs based on names found on bottles of Coke. Young adult consumption increased significantly during the campaign, up by 7%, making 2011 the most successful summer ever. Lucie Austin, director of marketing at Coca-Cola, admitted that Share a Coke campaign is internally known as Project Connect and to inspire people and create a To begin with, the use of generic names would be expected to produce better results since more people could associate with them. Watch our behind-the-scenes video about the making of Share a Coke. 2, pp. In future, even the traditional marketing channels should be included in the promotional and advertisement mix (Jennings 2007). The campaign strengthened the relationship between the company and its customer base. 2023 Stratton Craig Registered in England and Wales No. The Coca-Cola Company had for many years been experiencing a decline in the sales volume across all brands. Compared to traditional channels, such as television adverts, the use of E-based marketing techniques allowed customers to give feedback (Hastings, Angus & Bryant 2011). 1-19. Baker, S 2003, New consumer marketing: managing a living demand system, John Wiley, London. WebWith the Share a Coke Campaign, Coca-Cola set out two main goals: (1) to bring the brand closer to Australian young adults and (2) to inspire both real and virtual shared moments of happiness. LA: It was a 151-word mass reappraisal brief. As such, it is important in sales promotion. In a year defined by a global pandemic, Coca-Colas Share a Coke campaign is dedicated to holiday heroes those who have gone the extra mile by a. After fighting a shaky start, through integrated marketing techniques, the Coke brand successfully infiltrated social media, retail spaces, and outdoor marketing with its personalized paraphernalia. For Coke to print bottles with someones name on it makes that person feel special and appreciated. In Australia, we were the number one most talked about Facebook page and 23rd globally. The products are priced competitively because of the heavy competition in the soda industry. Members of the Coca-Cola South Pacific team atop their offices in Sydney, Australia. 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. 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. JR: The overwhelming demand for the personalized cans surprised us. The Share a Coke campaign was subsequently rolled out in over 80 countries. The campaign used an integrated promotional and marketing mix.
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