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Share a Coke is a multi-national
The Share a Coke campaign was subsequently rolled out in over 80 countries. 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%. The campaign received multiple awards at the Creative Effectiveness Lion Awards at Cannes.
In the United States, where the campaign is credited with increasing sales by more than 2% reversing more than 10 years of decline in Coke consumption, the company and its agency has sought ways to extend the campaign while maintaining its relevance. In 2015, the company extended the campaign by increasing the number of names to 1,000. Nicknames such as "bro", "better half" and "sidekick" were also added to the inventory of names. In 2016, the company replaced people's names with lyrics from 70 popular songs including ''Lean on Me'' and ''We are the Champions''. In 2017, the campaign returned to the US with a new variant; holiday destinations. Bottles of coke are labelled with favourite summer holiday spots such as Hawaii, Ibiza, Barbados etc. Additionally, Coca-Cola collaborated with
Share a Coke is a multi-national marketing campaign
Marketing is the process of exploring, creating, and delivering value to meet the needs of a target market in terms of goods and services; potentially including selection of a target audience; selection of certain attributes or themes to empha ...
of Coca-Cola
Coca-Cola, or Coke, is a carbonated soft drink manufactured by the Coca-Cola Company. Originally marketed as a temperance drink and intended as a patent medicine, it was invented in the late 19th century by John Stith Pemberton in Atlanta ...
. 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. The campaign, which uses a list containing 250 of each market country's most popular names (generic nicknames and titles are also used in some cases), aims to have people go out and find a bottle with their name on it, then share it with their friends. The campaign began in Australia in 2011.
Campaign effectiveness and outcomes
The Share a Coke campaign was subsequently rolled out in over 80 countries. 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%. The campaign received multiple awards at the Creative Effectiveness Lion Awards at Cannes.
In the United States, where the campaign is credited with increasing sales by more than 2% reversing more than 10 years of decline in Coke consumption, the company and its agency has sought ways to extend the campaign while maintaining its relevance. In 2015, the company extended the campaign by increasing the number of names to 1,000. Nicknames such as "bro", "better half" and "sidekick" were also added to the inventory of names. In 2016, the company replaced people's names with lyrics from 70 popular songs including ''Lean on Me'' and ''We are the Champions''. In 2017, the campaign returned to the US with a new variant; holiday destinations. Bottles of coke are labelled with favourite summer holiday spots such as Hawaii, Ibiza, Barbados etc. Additionally, Coca-Cola collaborated with McCann McCann may refer to:
* McCann (surname)
* McCann (company), advertising agency
* McCann Worldgroup, network of marketing and advertising agencies
* Marist College athletic facilities
** McCann Arena
** James J. McCann Baseball Field
* McCann Rescu ...
and Score a Score
Score a Score is a Los Angeles, CA-based music production, licensing and supervision company with additional offices in New York City, NY and Boston, MA. Founded in 2010 by CEO, Jordan Passman, Score a Score represents a roster of over 400 compose ...
to create over 1000 unique songs based on names found on bottles of Coke.
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.
See also
*Advertising management
Advertising management is a planned managerial process designed to oversee and control the various advertising activities involved in a program to communicate with a firm's target market and which is ultimately designed to influence the consum ...
* Brand management
In marketing, brand management begins with an analysis on how a brand is currently perceived in the market, proceeds to planning how the brand should be perceived if it is to achieve its objectives and continues with ensuring that the brand is per ...
References
External links
* {{official (United States) Advertising campaigns 2011 introductions American advertising slogans Promotional campaigns by Coca-Cola Human names