The campaign earned a total of 18,300,000-plus media impressions. Objectives. I remember seeing the activation in Westfield, where poor Santa had no one to put on his knee! [13], Financial analysts and advertising experts have used the success of the 'Share-a-Coke' campaign to remind marketers and advertisers of the need to personalise the communications message.[14][15]. The Share a Coke campaign carried with it a very clear message. JR: Australia is one of the worlds most developed markets, which means growth is hard. What was the aim of the Share a Coke campaign? Millions of Coca-Cola loyal customers are hopeful to find their names branded on the Coca-Cola bottles. Ignatius, A 2015, Shaking things up at Coca-Cola. If you disable this cookie, we will not be able to save your preferences. TikTok ban: Are businesses ready to call time on TikTok? However, with the introduction of the Share a Coke campaign, Coca-Cola was able to break the downward trend. SW6 6EA. 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. In order to get customers to buy, the company soon took the campaign to the social media (Senker & Foy 2012). Highlighted by their recent Share a Coke campaign, Coca-Cola truly does strive to inspire moments of optimism and happiness. We couldnt do that due to trademark issues, so we created a brand-new typeface inspired by the Coke logo. If you continue to use this site we will assume that you are happy with it. Great Britain, for example, celebrated the birth of the royal baby by inviting the world to Share a Coke with Wills and Kate on the iconic Coke sign in Piccadilly Circus. WebWhat is Share a Coke? Nows the time for that idea. The marketing communications used in the campaign saw the beverages sales rise considerably. Among the most used elements in the campaign include advertising, public relations, publicity and exhibitions. 346, p. 494. It defined why people loved Coke, but it wasnt making them buy more of it. Austin, who at the time was director of marketing for Coca-Cola South Pacific, was huddled with her colleagues inside a Sydney conference room in 2011, listening to five agencies pitch concepts for Cokes next summer campaign. All this packaging materials were branded in order to match consumer preference. It will forces on customers of all demographics. The campaign was aimed at enabling loyal coke customers to share their favourite beverage The campaign also created a gift-giving dynamic which further encouraged the collectability of Coke products. A fully integrated campaign is set to follow, centred around a TV ad uses storytelling to explore the personalityies that young people admire. 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. must. The personalised labels can be found on 375ml and 500ml PET bottles of Coca-Cola, Diet Coke and Coke Zero and the intention is to drive positive perception of the brand and to offer a fun and memorable experience for consumers, as they are encouraged to find a bottle for themselves, their family and friends. Read more about this campaign in our blog. The campaign exceeded expectations with millions of Australians getting together and Sharing a Coke either virtually or literally. The three core aims and objectives highlight that potential. Coke too has evolved over the years. You can find out more about which cookies we are using or switch them off in settings. It is expected that higher sales volumes will be recorded with the implementation of the second phase of the campaign (Tanne 2013). Despite the success, more can be done to improve the results of the marketing communication. We engaged our key creative partners in Australia, and one from Singapore. "The Share a Coke Marketing Communications Plan." [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%. In order to determine the effectiveness of the marketing communications strategies applied by Coca-Cola, we will conduct a DRIP analysis (Kitchen & Pelsmacker 2004). My reaction was childlike, she recalls. The target market for PepsiCo products is the population aged between 13 and 45 years. More emphasis was put on the broadcast media and the internet with the aim of reaching a wider audience. In addition, summer has always been a key sales period for Coca-Cola. Through the personalised bottles and cans, Coke was able to appeal to a large number of consumers across the world. Creating a personalised experience for consumers is a key strategy for many brands these days. 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? In June of 2014, Coca-Cola launched their Share a Coke campaign in the U.S. with tremendous success, achieving a 2% increase in soft-drink sales, increasing This strategy was implemented during the summer season of the year 2011. Social media chatter and media coverage blew up. The purpose of the campaign was to create a more personal relationship with consumers and inspire shared moments of happiness. They quickly became a must-have object of desire. The campaign is to be rolled out at the beginning of summer in 2015. Ogilvy and Coca-Cola developed the campaign with two clear objectives in mind. Who is the target market for soft drinks? Four good reasons to indulge in cryptocurrency! 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. It goes without saying that Share A Coke is one of Coca-Colas most noteworthy digital campaigns. Despite the hugely successful campaign, the names available on Coke cans and bottles reflected typical North American names. Some of the personalised brands have had a great demand that they were out of market as soon as the campaign was launched. There are plans for a campaign featuring an auto-generated design printed on bottles. The popularity of these brands had resulted in a decline in the consumption of Coca-Cola brands among them Coke. 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. Its target audience was loyal Coke customers. Ballantyne, D 2004, Dialogue and its role in the development of relationship specific knowledge, Journal of Business and Industrial marketing, vol. 1-19. 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. The campaign capitalized on the global trend of self-expression and sharing, but in an emotional way. With the world flocking to the digital space, the way we connect has started to change, and, it would seem, the more friends we gather online the fewer we see in real life. Demographic segmentation is divided into three parts: Youth (10-19), Young Adult (20-24), Adult (25-35). 114-123. Consumers who find their names on the packs are convinced to share the joy. The impact of the Share a Coke campaign was nothing short of astounding. London We use cookies to ensure that we give you the best experience on our website. We sent traveling kiosks, which consumers could visit to customize a can of Coke, to major shopping malls across the country. Persons whose names had been branded on the Coke packaging materials formed the greatest bulk of opinion leaders. 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? Each group can be divided into smaller segments. The brand was conceived in 1886. Language links are at the top of the page across from the title. As such, the sales volumes have also been on the decline. Most of them are also Cokes loyal customers and would be pleased to see the brand succeed. JR: New Zealand was second, then Asia.China was the most interesting one; they used nicknames on the cans. The campaign especially targeted the young population, mostly in the developed countries. JR: There was a great deal of nervousness internally. Your privacy is extremely important to us. 1 July. For example, it helped to deal with the problem of low sales volumes. 3. The first and primary objective: Increase sales during the summer period in The Share a Coke campaign was a groundbreaking Marketing success. Need a custom Report sample written from scratch by Today, the company operates in over 200 countries spread across the globe. In Australia, the success of the campaigns marketing communications was associated with a 7 percent increase in Coke sales. Over the years, customer tastes and preference have changed. What is Coca Colas financial objectives? Marketing communications strategies employed by the Coca-Cola Company for the Coke brand have also helped in customer persuasion. Keller, K 2012, Strategic brand management: building, measuring, and managing brand equity, 4th edn, Prentice Hall, London. 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. So when it launched with a bang, it was more of a relief than a surprise. Its a fancy way of saying that your website should be designed in a way that allows people with disabilities to, Digital marketing has become an essential strategy for businesses looking to expand their reach and drive revenue growth. We also had to figure out how to get the Coke red color exactly right on the digital printers we used to label the packs, which took a long time. The company felt that people find personalised commodities totally irresistible. Its our fingerprint our identity in one word. Broad Quay House By sharing a Coke, thousands of people have unknowingly provided Coca-Cola with free marketing. The social media was the most widely used marketing tool. As such, the marketing communications had succeeded in differentiating the Coke brand from other non-alcoholic beverages retailed across the world (Senker & Foy 2012). The moment Lucie Austin saw her name on a Coke bottle, she knew her team had a hit on its hands. It will continue until the end of the year. We listened to our captive Facebook audience and asked them who they wanted to Share a Coke with most. Most often asked questions related to bitcoin. Australians are extremely egalitarian. 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. Share a Coke was a marketing campaign that Coca-Cola GB launched in 2013 and 2014. A target market is a group of potential customers that you identify to sell products or services to. It also needed to have mass appeal, while hitting the 24-year-old bulls-eye target. [1][2] The campaign began in Australia in 2011. July 1, 2019. https://ivypanda.com/essays/the-share-a-coke-marketing-communications-plan/. To begin with, the use of generic names would be expected to produce better results since more people could associate with them. Agencies: Naked Communications, Ogilvy, Wunderman, Ikon, Fuel, Urban, Momentum, One Green Bean. Nicknames such as "bro", "better half" and "sidekick" were also added to the inventory of names. The marketing communications used in the Share a Coke campaign was a complete success. https://ivypanda.com/essays/the-share-a-coke-marketing-communications-plan/, IvyPanda. By putting first names on the packs, we were speaking to our fans at eye level. The first aim to refresh the world highlights a desire for their products to taste refreshing. In order to deal with the shortcoming, I recommend that the Coca-Cola Company should personalise coke brands based on the demographic factors identified in a particular region. The brand was also allocated retail spaces which allowed the Coca-Cola Company to showcase the personalised Coke products. It is also one of the most recognisable global brands. Marketing communications used by the Coca-Cola Company also involved the use of electronic communications. 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 timing plan for the campaign will be divided into five phases. So in summer 2011, Coca-Cola wanted a big idea to combat this competitive market and get Australians to sit up and notice Coke. As a result, a particular customer base was locked out by the marketing communications used (Jennings 2007). The markets that followed us had an entirely new channel to work with. The name of the brand, Coca-Cola was replaced by peoples names. With over 370 million consumers, the region holds approximately $215 billion in industry value. That summer, Coke sold more than 250 million named bottles and cans in a nation of just under 23 million people. making their own TVC, featuring their friends profile pictures. Chaston, I 2002, Small business marketing management, Palgrave Macmillan, London. The Coke marketing communication has also been vital in the development of the brand strategy, promoting the sales of Coke products. Cokes focus on securing premium sales left it open to Pepsis deep discounting outmuscling its blend of brand marketing and multi-pack promotions. We've established a portfolio of drinks that are best positioned to grow in an ever-changing marketplace. 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. Increase the brand's profit during the summer of 2012. [10] In 2016, the company replaced people's names with lyrics from 70 popular songs including Lean on Me and We are the Champions. Although Coca-Cola's personalised campaign is nothing new, this simple concept has encouraged vast numbers of people to buy and share the brand in both the The Share a Coke campaign used a wide range of promotional and advertising mix in order to reach the target audience effectively. The campaign created an organic domino effect that helped the campaign gain traction and noticeably increase sales for Coke. Fifteen minutes later, Ogilvy, our incumbent agency, came in and presented exactly the same idea in the same way. A campaign was needed that would make a big splash and disrupt and excite Australians. Target Audience: Millennials are globally connected through their mobile phones. They include customer context, business context, internal context, and external context (Cranfield School of Management 2000). 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. 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 components can be collectively referred to as context elements. This report on The Share a Coke Marketing Communications Plan was written and submitted by your fellow 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. They can do this via Twitter hashtag #ShareaCoke. 2019. The brand is present across more than 200 nations and is sold in packages of various sizes. First, the campaign story broke on page three of The Australian newspaper, followed by a flow of marketing trade coverage. 02/20/2021. They texted us the names they wanted to see on the screen. ", "Coke Swaps in Song Lyrics for Names in New 'Share a Coke' Campaign", "Share a Coke Campaign Returns with Holiday Destinations instead of Names", "Coke Creates 1,000-Plus Songs for Its 'Share a Coke' Campaign", "What the Share a Coke Campaign Can Teach Other Brands", "What Makes the 'Share a Coke' Campaign So Successful? JR: With no time to dwell on strategy, we wrote a clear and completely open brief that gave our agencies everything they needed to know as quickly as possible and full license to come up with their best stuff. 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. LA: We were surprised by the degree to which consumers played with the idea and made it their own. SUSTAINABILITY & GOVERNANCE RESOURCE CENTER. JR: Despite the tight timeframe, the response was incredible. The brand also has a number of interactive websites where customers can share about their experiences after using the wide range of Coke products. We started getting emails from countries asking us how they could launch Share a Coke, so we built a toolkit to scale the idea. Catch up on the latest Coca-Cola news from around the globe - from exciting brand innovation to the latest sustainability projects. The group consisted of early adopters. Coca-Cola's "Share a Coke": Coca-"Share Cola's a Coke" campaign urged consumers to engrave their names or the names of relatives and friends on Coca-Cola bottles. Share a Coke is a multi-national marketing campaign of Coca-Cola. Coca-Colas Share a Coke campaign was pure marketing genius. 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. Pepsi sales rocketed 12.1 per cent year-on-year to 213.26m in the 52 weeks to 19 July, found IRI. Already, the campaign has been a success with the company reporting an increase in sales of Coke products. Consumers were invited to SMS a friends name, which was projected live onto the iconic Coca-Cola sign at Sydneys Kings Cross. So in 2011, Coca-Cola initiated these conversations by putting Australians front and centre and encouraging them to connect and Share a Coke. The move by the company has been viewed by many across the world as a show of appreciation to the brands loyal customer base. Advertisements involving the Share a Coke campaign have also been carried out through other media, such as the use of billboards. Bill boards were elected in strategic places across the world, such as along highways to catch the attention of potential customers. To better reach its target audience, Coca-Cola released coke cans and bottles with the 250 most popular names of each country, and printed them out on the labels. Persons were less likely to buy Coke products that had been branded with names that they could not associate closely to (Kotler, Kartajaya & Setiawan 2010). In terms of the internal context, the Coca-Cola Company incurred a lot of cost in the personalisation of the Coke bottles and cans. Coca-Cola wanted a core idea that would reunite Australians with the idea of getting together and sharing a good time over a Coca-Cola. The availability of the jargon brand names on the Coke product packages however offers those persons who miss the names of persons they want to gift with a variety to choose from. Share a Coke showed that this new landscape was here. After the 2012 Cannes Lions festival [where the campaign picked up seven awards], the whole world was interested. It has over the years recorded more sales compared to other Coca-Cola brands. Read more about this campaign in our blog. The campaign is currently being phased out, but there are whispers of plans to rerun the campaign every summer. 46 no. In 2015, the company extended the campaign by increasing the number of names to 1,000. They wanted to jumpstart real conversations and remind people of those in their lives they may have lost touch with, or have yet to meet. Kids would usually line up for Santas Grotto to have their picture taken. Did you know? Bishops Avenue From Chaos to Control: Top 3 Ways to Optimize your Hubspot Portal, The Importance of ADA Compliance on Your Website, The Secret to Unlocking Marketing ROI: A Step-by-Step Guide to Measure and Prove Your Digital Marketing Success. Segments are typically grouped by age, location, income and lifestyle. Share a Coke found the sweet spot by making consumers famous through the most iconic brand in the world. Our writers, strategists and consultants have a breadth of industry knowledge to draw on, We match our skills and expertise to the task and build the right team for every project. IvyPanda, 1 July 2019, ivypanda.com/essays/the-share-a-coke-marketing-communications-plan/. In the business context, the marketing communications were aimed at driving up the sales of Coke products. They were among the first individuals to be aware of the campaigns presence. The integrated marketing created a cohesive message that was available on every communication channel. (2019, July 1). Coca-Cola's "Share a Coke" campaign was a strategic communication campaign that aimed to increase brand loyalty and engagement among millennials. JR: I remember going to the finals of a standup comedy competition in Sydney, where 12 acts were doing short sets. I knew many others would have the same reaction. The billboards used for the campaign were also often very colorful and catchy to the publics eye. We believe working at The Coca-Cola Company is an opportunity to build a meaningful career while helping us make a real difference on a global scale. That summer, Coke sold more than 250 million named bottles and cans in a nation of just under 23 million people. Share a Coke is a multi-national marketing campaign of Coca-Cola. JR: We intentionally seeded the campaign with opinion leaders and influencers to get them to them lead the conversation and encourage others to seek out Share a Coke for themselves. Consumers then used these songs as inspiration to connect via Facebook. The companys market share has however being on the decline in the past decade. Prior to the Share a Coke campaign, a great proportion of the worlds population was not aware of the different Coke brands that existed in the market. We were ready with kiosks that toured 18 Westfield shopping centres inviting consumers to personalise a Coca-Cola can with any name of their choosing. Coke created interactive billboards and websites as well as traveling kiosks where people could get more unique named Coke products. Coke banked on the idea that people find personalization downright irresistible. And South Africa created the adorable TV commercial, Bobby, which has been one of Cokes highest-scoring ads ever. The personalization went beyond names and included popular jargon used by the millennial demographic, including Bestie and Wingman. And it worked. 06608725 All rights reserved. For Coke to print bottles with someones name on it makes that person feel special and appreciated. 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! 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. Their assumption came true when the campaign was rolled out across the world. As intended, the campaigns lead to a gift-sharing culture which resulted in an increase in the sales volume of Coke products. 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 They readily welcomed innovations. Seventy-six thousand virtual Coke cans were shared online and 378,000 custom Coke cans were printed at local Westfield malls across the country. IvyPanda. It can however also be used for the purpose of persuading potential customers to try what is being offered. 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). As a result, many people across the world have become aware of the wide variety of Coke products that exist. Weve reapplied the German on line store idea in NWEN this year. 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. We always thought it would be big; we were just nervous about getting to market and getting it right. Watch our behind-the-scenes video about the making of Share a Coke. No other beverage manufacturer or marketer had attempted to brand their products with the names of their consumers.
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