Share a Coke…
The share a coke campaign has popped up everywhere in Australia from the bottles and cans themselves to the adshells and buses. By personalising the brand experience the concept for the ‘share a Coke…’ campaign suggests that buyers can share a coke with friends or relatives as each bottle or can has the Coca-Cola logo replaced with a person’s name or even the titles of a relative such as Mum, Sis, Bro or even Nan.
In my eyes this campaign really encourages consumers to engage with the brand, whether this is to tell a friend or send them a picture of the product with their name on or buy it as an impulse. The campaign also manages to prompt people into sharing content on social media as the personalised packaging instantly relates to each individual even if it is the name of a friend, for me this is perfect bait for the ever social, sharing generation.
Lucie Austin, Coco-cola South Pacific Marketing Director said that the campaign was “all about connecting people, mainly in the real world but also digitally aswell” (via BrandChannel)
This continues Coke’s strategy of 70% what they know, 20% innovation based on what they know and 10% risk. In this case Coca-Cola has really focused on the understanding that consumers are more social than ever and love to share experiences if they appeal to them in the right way.
Who did what:
(via Mumbrella)
Communications Strategy: Naked
Creative: Ogilvy
Digital / Social media: Wunderman
Media: IKON
POS: Fuel
Activations: Urban
Promotions: Momentum
PR: One Green Bean
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