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. By encouraging the sharing culture, Coke was in a position to spread brand awareness. 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 multi-platform communications strategy acted as an invitation to Share a Coke with someone you know, or want to know and gave people the tools to find, connect and share. We couldnt do that due to trademark issues, so we created a brand-new typeface inspired by the Coke logo. The real creativity kicked in when we had to bring the idea to life and problem-solve the how. Originally, the idea was conceived with the names printed in the traditional Coca-Cola Spencerian script. Its target audience was loyal Coke customers. Free Strategy Consultation.Meet with a specialist to talk through your specific challenges and discover if Incitrio is right for you. 378,000 Coke cans were printed at kiosks, and overall sales increased by Consumers were invited to SMS a friends name, which was projected live onto the iconic Coca-Cola sign at Sydneys Kings Cross. Catch up on the latest Coca-Cola news from around the globe - from exciting brand innovation to the latest sustainability projects. Coke too has evolved over the years. We replaced our iconic logo with some of the nations most De-influencing: an opportunity or a threat for brands? 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. We told them, That idea youve got tucked away that youve always wanted to do for Coke? By Lara O'Reilly 11 Sep 2013. The Opera House gets obliterated for the Australian Conservation Foundation, Republican party release AI-generated ad attacking Biden, BuzzFeed News to shut down, CEO Jonah Peretti announces, Businesses report design skills are increasingly essential in every role, Cheap digital experiences are in the too hard basket and lead to abandoned carts, Fixing the ad industrys approach to culture with Carl Moggridge, How a Super Bowl ad is made, with Squarespaces VP of creative, Harnessing the full power of sonic branding, The future of TV campaigns is a measurable one, Urban Brand-Utility: putting the citizen at the centre, Urban Brand-Utility: a protopia for marketing communications that is both effective and regenerative. I remember seeing the activation in Westfield, where poor Santa had no one to put on his knee! Customers are a source of revenue to the Coca-Cola Company. Participate and stand a chance to win your share of R300 000.The Competition is open from 21st March 2022 and ends at 12am, midnight on 31st May 2022. The Coca-Cola Company was worried that the group would not readily welcome the marketing communications. That sealed it for me. It was slowly adopted and only through integrated marketing techniques did it turn out to be a success. The popularity of the brand in the social media will also be used as a measure of success. WebNIVEA Masterbrand Campaign Competition is organised by Beiersdorf Consumer Products (Pty) Ltd. 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 We've established a portfolio of drinks that are best positioned to grow in an ever-changing marketplace. Hollensen, S 2010, Marketing management: a relationship approach, 2nd edn, Financial Times/Prentice Hall, London. The company has taken advantage of its popularity across the world, as well as vast resources to publicise the campaign (Koppe 2012). The integrated marketing created a cohesive message that was available on every communication channel. The brand was also allocated retail spaces which allowed the Coca-Cola Company to showcase the personalised Coke products. Public relations have also been a key element of the promotional and advertising mix used in the Share a Coke campaign. Adverts over the broadcast media, such as television channels also work best for unique brands. The main objectives for the Coca Cola Company are to be globally known as a business that conducts business responsibility and ethically and to accelerate sustainable growth to operate in tomorrows world. a. In the past several years, Coke (and all other soda manufacturers) has seen declining sales due to the increased popularity of bottled water and low-calorie sports drinks. We always thought it would be big; we were just nervous about getting to market and getting it right. Young adult consumption increased significantly during the campaign, up by 7%, making 2011 the most successful summer ever. Coke had become too familiar, too predictable.We were given a clear challenge by the head of the Pacific region to do something extraordinary. (2019, July 1). (i) The first and primary objective was to increase their sales as it was the summer Coca-Cola's "Share a Coke" campaign was a strategic communication campaign that aimed to increase brand loyalty and engagement among millennials. The brand was no longer viewed as any other beverage. The market is divided into Cola products and non cola products. When people were successful in finding their name on a bottle, they were encouraged to share their find on social media using the hashtag #ShareaCoke. In the budget, we will assume that at least half of the customers who will share their experience in the social media. A target market is a group of potential customers that you identify to sell products or services to. More emphasis was put on the broadcast media and the internet with the aim of reaching a wider audience. The group consisted of early adopters. Coke created interactive billboards and websites as well as traveling kiosks where people could get more unique named Coke products. No other beverage manufacturer or marketer had attempted to brand their products with the names of their consumers. 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. Marketing communications used by the Coca-Cola Company also involved the use of electronic communications. The companys major brands include Coke, Coca Cola Zero, Diet Coke, Fanta, Sprite, Powerade, Minute Maid, as well as Schweppers (Ignatius 2015). 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. The use of the social media and websites was the most common. Volumes leapt 9.7 per cent to 275.79 litres in the period. The marketing communications used in the Share a Coke campaign was a complete success. The agency to be used for future marketing communications should be furnished with the following information. 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. A fully integrated campaign is set to follow, centred around a TV ad uses storytelling to explore the personalityies that young people admire. This means that every time you visit this website you will need to enable or disable cookies again. Advertising activities have mainly been carried out on the broadcast media. My reaction was childlike, she recalls. TikTok ban: Are businesses ready to call time on TikTok? We will write a custom Report on The Share a Coke Marketing Communications Plan specifically for you for only 11.00 9.35/page. Coca-Cola's "Share a Coke" campaign was a strategic communication campaign that aimed to increase brand loyalty and engagement among millennials. There were countless late-night conference calls with the global team in Atlanta, risk assessment meetings, and conversations with trademark counsel, bottling partners and other stakeholders. People were seen to identify with the beverages whose bottles were branded their names or those of persons closely related to them. Share A Coke. professional specifically for you? The first brand was associated with high sugar and calorie levels. "Debranding: why Coca-Cola's decision to drop its name worked", "Coca-Cola Tries New Twist on 'SHARE A COKE' in China", "Coke takes 'Share a Coke' one step further", "Cannes: Share a Coke 'most successful in decades', "From Share a Coke to Mad Men: the campaigns that defined Coke under Wendy Clark", "Why Are So Many of Today's Logos Wordless? As such, personalised cans and bottles would not sit on the shelves of stores and supermarkets for long durations without being purchased. Who is Coca-Colas target market what bases for segmentation have they applied? The campaign went beyond customized bottles. JR: The overwhelming demand for the personalized cans surprised us. Instagram had only 10 million users worldwide at the time and wasnt factored into our planning. To begin with, the use of generic names would be expected to produce better results since more people could associate with them. The digital experience enabled people to send a virtual Coke to someone else via Facebook. WebTask: Pick multiple metrics to measure a campaign's success and classify the metrics into audience, channel engagement, universal, and financial metrics. Getting there was a pretty funny process. 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). The billboards used for campaign have been placed strategically with the aim of catching the attention of as many people as possible. And South Africa created the adorable TV commercial, Bobby, which has been one of Cokes highest-scoring ads ever. Prince Street They can do this via Twitter hashtag #ShareaCoke. The social media has played a major role in ensuring the success of the Share a Coke campaign. Make people notice Coke in a way that encourages them to actually consume the product, not just love the brand. The brand is present across more than 200 nations and is sold in packages of various sizes. So when it launched with a bang, it was more of a relief than a surprise. Turkey projected a virtual vending machine on a wall over Valentines Day to entice couples walking by. High sales levels were also recorded in Canada, Britain, and the United States of America. Objective of Share a Coke Campaign: Coca-Cola had two targets they needed to accomplish out of the Offer a Coke crusade. 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. Millions of Coca-Cola loyal customers are hopeful to find their names branded on the Coca-Cola bottles. The Share a Coke campaign first launched in Australia in 2011, and involved changing the traditional wrapping around the Coca-Cola bottle to say Share a Coke with and a popular name. Four good reasons to indulge in cryptocurrency! The Coca-Cola brand has been the most affected (Tanne 2013). The Coca-Cola Company has been refreshing the world and making a difference for over 136 years. The moment Lucie Austin saw her name on a Coke bottle, she knew her team had a hit on its hands. 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. What is the marketing strategy of Coca Cola? The campaign was launched in Britain. For Coca-Cola, this is the major period when the company was making its largest sales so far. In Australia, the success of the campaigns marketing communications was associated with a 7 percent increase in Coke sales. Despite the success, more can be done to improve the results of the marketing communication. London In an effort to appeal to millennial consumers, Coca-Cola 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). The idea used in the marketing communications was new. 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. Still, requests kept coming in. 114-123. 4. The campaign serves as motivation for people of all ages by inspiring them to take action and overcome challenges. The success of the campaign will be judged based on sales volumes. Senker, C & Foy, D 2012, Coca Cola: the story behind the iconic business, Wayland, London. Coke is big enough to pull off an idea like this, which speaks to the iconic nature of the brand. Need a custom Report sample written from scratch by 1, pp. The campaign received multiple awards at the Creative Effectiveness Lion Awards at Cannes. 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). 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. The campaign was carried out on a large-scale across the world. The primary campaign objective was simple: increase consumption of Coca-Cola over the summer period. Our purpose is to refresh the world and make a difference. 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. 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. The company had resulted to personalising the package material. They were also well informed of the trending issues in the social media. There have a high demand for soft drinks with low or no sugar. 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. 2019. 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. For Coke to print bottles with someones name on it makes that person feel special and appreciated. There is also a new Share A Coke UK website and an associated Facebook app, where people who cannot find their names printed on labels can create a virtual personal can, the company explained. 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. 2. BS1 4DJ, Fulham Palace The campaigns first phase was a success. Initially, the Share a Coke campaign started with 250 most popular names. Jenkins, H 2006, Convergence culture: where old and new media collide, New York University Press, New York. If you continue to use this site we will assume that you are happy with it. We utilize security vendors that protect and 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. [11] In 2017, the campaign returned to the US with a new variant; holiday destinations. Fifteen minutes later, Ogilvy, our incumbent agency, came in and presented exactly the same idea in the same way. We recently caught up with Austin, who now runs marketing for Cokes Northwest Europe and Nordics (NWEN) business unit, and another of the principal Share a Coke architects, Jeremy Rudge (creative excellence lead), to learn how one of the brands most compelling campaigns in recent memory got its start Down Under. Share a Coke showed that this new landscape was here. Coca-Cola is one of the worlds largest beverage retailer and manufacturers. We came up with a block list of over 5,000 words our printers literally could not print and the sign could not display. Read more about this campaign in our blog. The campaigns marketing communications have been effective. It read, Share a Coke with a Christian. I thought, someone has taken the time to do this. In the business context, the marketing communications were aimed at driving up the sales of Coke products. ", "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? The reason behind this is that the Coca-Cola Companys products are marketed all over the world (Senker & Foy 2012). Varied content was created to suit a broad target audience allowing people to engage with the campaign in different ways, to varying degrees and via different contact points, making the campaign relevant to people who wanted to get highly involved or for those who just wanted to take part in the fun. As intended, the campaigns lead to a gift-sharing culture which resulted in an increase in the sales volume of Coke products. Coke banked on the idea that people find personalization downright irresistible. However, measuring the return on investment (ROI). Who is the target market for soft drinks? The resulting campaign, known internally as Project Connect based on its ambition to both strengthen the brands bond with Australias young adults and inspire shared moments of happiness in the real and virtual worlds became known as Share a Coke. The 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. Many have described the move by the Coca-Cola Company as a pure marketing genius. It was the first time wed had digital at the heart of a campaign. TARGETED MARKETING. 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. That summer, Coke sold more than 250 million named bottles and cans in a nation of just under 23 million people. "The Share a Coke Marketing Communications Plan." 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. Cola products currently provide majority of the revenues, but the proportion of non cola products is increasing. Coke constantly listened to what consumers were doing with the campaign in order to be able to surprise, maintain momentum and spark further conversations throughout the campaign period. The primary campaign objective was simple: increase consumption of Coca-Cola over the summer period. The secondary objective was to get people talking about Coke again. The campaign needed to make consumers see Coke in a way that would encourage them to actually consume the product, not just love the brand. As such, it is important in sales promotion. In order to get customers to buy, the company soon took the campaign to the social media (Senker & Foy 2012). A target market is the segment of consumers most likely to want or need a businesss products or services. Bill boards were elected in strategic places across the world, such as along highways to catch the attention of potential customers. The queues stretched around the block our products becametheChristmas gift of the year [summer in Australia falls over the holidays]. Coca-Cola's "Share a Coke": Coca-"Share Cola's a Coke" campaign urged consumers to engrave their names or the As such, there will be an increase in revenue generated. The campaign is intended at helping Coke dominate the world market for soft drinks once more. Scores on always doing new things,is a brand I love and for someone like me all improved with the young adult audience. 1. The phases will be based on the process of diffusion of the new campaign. The campaign aims to create a perspective that Coca-Cola can be present at the heart of any positive experience or life story. The campaign was originally trialled back in 2011, resulting in a 7% increase in sales. It is considered to be the most popular brand across the globe. Ogilvy and Coca-Cola developed the campaign with two clear objectives in mind. However, with the introduction of the Share a Coke campaign, Coca-Cola was able to break the downward trend. The campaign strengthened the relationship between the company and its customer base. Fill, C 2011, Essentials of marketing communications, Financial Times/Prentice Hall, London. They readily welcomed innovations. Segments are typically grouped by age, location, income and lifestyle. Prior to campaign launch, Coke bottles with names on them began appearing in fridges across Australia, allowing consumers to discover the names on-pack themselves, sparking online conversations and media interest. Some of the Coke customers were also dissatisfied that their names were missing in the list selected for the personalisation campaign (Keller 2012). It is also one of the most recognisable global brands. WebWhat is Share a Coke? JR: New Zealand was second, then Asia.China was the most interesting one; they used nicknames on the cans. 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. The Share a Coke campaign was taken to virtually all television channels in the world. The social media was the most widely used marketing tool. The Share a Coke campaign was expected to reverse this downward trend by attracting customers through personalisation of packaging materials. The Share a Coke campaign carried with it a very clear message. The products are priced competitively because of the heavy competition in the soda industry. Web. WebThe Share a Coke campaign first launched in Australia in 2011, and involved changing the traditional wrapping around the Coca-Cola bottle to say Share a Coke with and a The billboards are elected in strategic areas especially in urban areas. [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%. Traffic on the Coke Facebook site increased by 870% and the Facebook page grew 39%. On Twitter the hashtag #ShareACoke has been used, allowing consumers to tell their friends about the new packs. See how our company and system employees make this possible every day and learn more about our areas of focus in sustainability. "The Share a Coke Marketing Communications Plan." The campaign used an integrated promotional and marketing mix. The personalisation of the packaging of the material also had an adverse effect on the organisations identity (Fill 2011). Australians are known for calling each other by their first name, or mate for that matter. Product type: Coca Cola segments the market on the basis of the type of products bought by customers. With the introduction of new products, brand extensions and the blurring of traditional categories, however, the soft drink market has never been so competitive. The company has also over the years earned its position as one of the most respected non alcoholic beverage manufacturer, marketer, and distributor across the world. We use cookies to ensure that we give you the best experience on our website. By having these objectives , it forms the foundation for companies in the decision making process. And it worked. 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? IvyPanda. The launch of the Share a Coke program has had various benefits. We had a full day of pitches. Over the years, customer tastes and preference have changed. Holm, A 2013, Philosophy of science: an introduction for future knowledge workers, Samfundslitteratur, Frederiksberg. The second phase of the campaign is expected to be rolled out anytime this year with over 1000 popular names already in book. As a result, brand loyalty was promoted. The campaign also created a gift-giving dynamic which further encouraged the collectability of Coke products. The campaign capitalized on the global trend of self-expression and sharing, but in an emotional way. [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]. 2011). 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. Ballantyne, D 2004, Dialogue and its role in the development of relationship specific knowledge, Journal of Business and Industrial marketing, vol. Segmentation helps the brand to define the appropriate products for specific customer group; Coca Cola doesnt target a specific segment but adapts its marketing strategy by developing new products. 1. WebStreamlined Portfolio of Brands, Marketing and Innovation to Power Cokes 2021 Strategy. There was a sharp rise in sales volumes across the world. As a result, many people across the world have become aware of the wide variety of Coke products that exist. Unsurprisingly, Coca Colas objectives for the sales promotion were based exactly on these two things. The main lesson to be learned from the success of Cokes Share a Coke campaign: people love personalized products when it is unexpected. In terms of the internal context, the Coca-Cola Company incurred a lot of cost in the personalisation of the Coke bottles and cans. Not so much about the idea, but about the scale of approvals wed need to go through, and ensuring we had accounted for all risk factors. They have been in a position to achieve this by sharing the beverage with others especially friends and family members. Marketing communications revolving around the Share a Coke campaign also involved the use of face to face advertising. Consumers then used these songs as inspiration to connect via Facebook. Metas new suitability controls distance advertisers from harmful content. Create an idea that draws a lot of attention, gets put in media and excites consumers. For example, some jargons are popular in some countries and not in others. JR: Despite the tight timeframe, the response was incredible. Pepsi sales rocketed 12.1 per cent year-on-year to 213.26m in the 52 weeks to 19 July, found IRI. 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. Increase the brand's profit during the summer of 2012. Share a Coke was a marketing campaign that CocaCola GB launched in 2013 and 2014. (2019) 'The Share a Coke Marketing Communications Plan'. Baker, S 2003, New consumer marketing: managing a living demand system, John Wiley, London. 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 Coca-Colas Share a Coke campaign was pure marketing genius. With the success of the campaign down undah, U.S. Coke finally decided to give the campaign a try in the states for the first time in June, 2014. Hastings, G, Angus, K & Bryant, C 2011, The SAGE handbook of social marketing, SAGE, Los Angeles. 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. As a result, a particular customer base was locked out by the marketing communications used (Jennings 2007). Through a partnership with Austereo, 150 name songs were created and broadcast on-air nationally. Bottles of coke are labelled with favourite summer holiday spots such as Hawaii, Ibiza, Barbados etc. In terms of the customer context, the marketing communications used were aimed at targeting loyal Coca-Cola customers. Creating a personalised experience for consumers is a key strategy for many brands these days.
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