It goes without saying that Share A Coke is one of Coca-Colas most noteworthy digital campaigns. We are using cookies to give you the best experience on our website. The Share a Coke campaign featured personalized Coke bottles and cans with the top 250 most popular teen and millennial names in the U.S. The Share a Coke campaign used a wide range of promotional and advertising mix in order to reach the target audience effectively. This group of people is a subset of the businesss total market. Coke uses ads to thank consumers for Share a Coke https://ivypanda.com/essays/the-share-a-coke-marketing-communications-plan/, IvyPanda. 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. Four different kinds of cryptocurrencies you should know. A target market is a group of potential customers that you identify to sell products or services to. 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. The personalised beverages were placed strategically in stores with the aim of catching the attention of the customers. As such, the campaign was readily welcomed even outside the United Kingdom where it had initially been launched. They were mainly young individuals most of whom were computer literate. The drop in sales has been as a result of stiff competition from other manufactures of low sugar and calorie beverages. Hastings, G, Angus, K & Bryant, C 2011, The SAGE handbook of social marketing, SAGE, Los Angeles. Cokes Share a Coke Campaign: An Integrated Coca-Colas Top Marketing Campaigns 1. Young Adult and Adults prefer diet coke more. 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. 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. It was an extraordinary coincidence one of the most bizarre moments Ive ever seen in advertising. IvyPanda. The campaign was aimed at enabling loyal coke customers to share their favourite beverage [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]. By Lara O'Reilly 11 Sep 2013. The use of the social media and websites was the most common. 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. Share a Coke and a Word: How Coca-Cola Captured The campaign was aimed at enabling loyal coke customers to share their favourite beverage with others. As such, there was a shortage in some of the personalised brands. The agency to be used for future marketing communications should be furnished with the following information. Share a Coke 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. 3 Marketing Lessons from the Share a Coke Campaign 46 no. 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). 02/20/2021. The four were integrated together in a creative manner. WebWhat is Share a Coke? For example, a childrens toy may have boys ages 911 as the target market and the boys parents as the target audience. However, the marketing communications were successful in catching the publics attention. The Share a Coke campaign ran in 70 countries and picked up 7 awards at the Cannes Lions festival. professional specifically for you? Five of them had jokes related to Share a Coke they used it to connect with the audience. People were seen to identify with the beverages whose bottles were branded their names or those of persons closely related to them. The database is updated daily, so anyone can easily find a relevant essay example. 2. In terms of the customer context, the marketing communications used were aimed at targeting loyal Coca-Cola customers. [1] 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. Instagram had only 10 million users worldwide at the time and wasnt factored into our planning. Who is the target audience for Share a Coke? Public relations have also been a key element of the promotional and advertising mix used in the Share a Coke campaign. Read more about this campaign in our blog. The success of the campaign will be judged based on sales volumes. TARGETED MARKETING. The campaign especially targeted the young population, mostly in the developed countries. As the campaign gained popularity, we did a second release where we let consumers vote for the next wave of names. As a result, a particular customer base was locked out by the marketing communications used (Jennings 2007). Bill boards were elected in strategic places across the world, such as along highways to catch the attention of potential customers. The original budget was $3.3 billion, but the advertising budget has increased by $1 billion the The numbers show that people love to see their names on branded products. Product type: Coca Cola segments the market on the basis of the type of products bought by customers. Among the most used elements in the campaign include advertising, public relations, publicity and exhibitions. The campaign strengthened the relationship between the company and its customer base. Coca-Cola is one of the worlds largest beverage retailer and manufacturers. Our purpose is to refresh the world and make a difference. We started getting emails from countries asking us how they could launch Share a Coke, so we built a toolkit to scale the idea. Coca-Cola Metas new suitability controls distance advertisers from harmful content. Coca-Colas organic search built a reputation as one of the most effective drivers of customer traffic, interaction, and media exposure. 19 no. Traffic on the Coke Facebook site increased by 870% and the Facebook page grew 39%. Also, managing in social media was still relatively new for brands. 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? The brand is present across more than 200 nations and is sold in packages of various sizes. Two of the most popular jargons that have been branded on Coke products include Wingman and Bestie. "The Share a Coke Marketing Communications Plan." They readily welcomed innovations. 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 campaign received multiple awards at the Creative Effectiveness Lion Awards at Cannes. It will continue until the end of the year. 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. It read, Share a Coke with a Christian. I thought, someone has taken the time to do this. Demographic segmentation is divided into three parts: Youth (10-19), Young Adult (20-24), Adult (25-35). A fully integrated campaign is set to follow, centred around a TV ad uses storytelling to explore the personalityies that young people admire. JR: We started with 150. 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. Share A Coke is a public Celebrities were picking up the bottles and talking about them without any formal connection to us. Prince Street (2019) 'The Share a Coke Marketing Communications Plan'. North America, The Coca-Cola Companys flagship market, includes finished goods, juice, and foodservice businesses. The brand was conceived in 1886. Share a Coke: The Groundbreaking Campaign from 'Down Under' Soon, virtually every person in the social media was talking about the brand. We came up with a block list of over 5,000 words our printers literally could not print and the sign could not display. Objectives. We listened to our captive Facebook audience and asked them who they wanted to Share a Coke with most. It was one of the most successful marketing communications ever used by the company. This is IvyPanda's free database of academic paper samples. The campaign seeks to capitalize on Coca-Cola as an iconic cultural brand which goes back to the roots of its origins as a social beverage which brings people together. In most cases, it is aimed at creating awareness on the service, product, or organisation. 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. The Cokes marketing communications was effective in that it was successful in making customers feel valued. The popularity of these brands had resulted in a decline in the consumption of Coca-Cola brands among them Coke. On Twitter the hashtag #ShareACoke has been used, allowing consumers to tell their friends about the new packs. No single element can be said to have lead to the success of the marketing communications alone (Kotler & Keller 2006). Some of the loyal customers also took the search to eBay. 2, pp. As I said, there wasnt the confidence in social media then that there is now. In future, even the traditional marketing channels should be included in the promotional and advertisement mix (Jennings 2007). Campaign It goes without saying that Share A Coke is one of Coca-Colas most noteworthy digital campaigns. Who is Coca-Colas target market what bases for segmentation have they applied? Coke has been one of the companys most coveted brands. We utilize security vendors that protect and Define your objectives: Start by identifying Keller, K 2012, Strategic brand management: building, measuring, and managing brand equity, 4th edn, Prentice Hall, London. To begin with, the use of generic names would be expected to produce better results since more people could associate with them. As such, it has gained widespread recognition across the world. 2011). Target is known for its addictive shopping experience, and shoppers often joke about going into a store to make one purchase but end up buying far more. 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. Web. The company achieved this by replacing their labels on the bottles with 250 of Britains most popular names. 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. The Share a Coke campaign was subsequently rolled out in over 80 countries. Language links are at the top of the page across from the title. Agencies: Naked Communications, Ogilvy, Wunderman, Ikon, Fuel, Urban, Momentum, One Green Bean. Coca-Cola Share a Coke is a multi-national marketing campaign of Coca-Cola. 1-19. The Share a Coke Marketing Communications Plan. The campaigns marketing communications have been effective. Customers could now use it as a gift especially to persons who had their names branded on the bottles. The age of rebellion is dawning: are brands ready? We told them, That idea youve got tucked away that youve always wanted to do for Coke? It will forces on customers of all demographics. (i) The first and primary objective was to increase their sales as it was the summer By encouraging the sharing culture, Coke was in a position to spread brand awareness. Share a Coke Campaign: Analysis & Purpose | StudySmarter The marketing strategy of Coca Cola is a mix of three important elements affordable prices, worldwide accessibility, and great customer connection. The company has developed a number of Coke brands with low calorie levels (Senker & Foy 2012). This means that every time you visit this website you will need to enable or disable cookies again. Uniqueness is one of the qualities that are important when it comes to promoting the competitiveness of a product (Baker 2003). After fighting a The first Share a Coke campaign started in Australia in 2011. Friends would see each other finding their names, enjoying a Coke product, and they would be inclined to interact with the brand, and so on. The campaign went beyond customized bottles. 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. LA: It was a 151-word mass reappraisal brief. Did you know? 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. Across the world, the marketing communications strategies employed saw a 2.5 percent increase in total sales of Coke products. Its our fingerprint our identity in one word. Millions of Coca-Cola loyal customers are hopeful to find their names branded on the Coca-Cola bottles. In the end, we went with our existing agency, Ogilvy, due to our long history with them. July 1, 2019. https://ivypanda.com/essays/the-share-a-coke-marketing-communications-plan/. Scores on always doing new things,is a brand I love and for someone like me all improved with the young adult audience. Weve reapplied the German on line store idea in NWEN this year. SUSTAINABILITY & GOVERNANCE RESOURCE CENTER. We've established a portfolio of drinks that are best positioned to grow in an ever-changing marketplace. 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. Coke is big enough to pull off an idea like this, which speaks to the iconic nature of the brand. The company would incur losses following failure by the population to purchase the already personalised Coke bottles. In 2019, Coca-Colas U.S. market share amounted to 43.7 percent. All this packaging materials were branded in order to match consumer preference. 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 products are priced competitively because of the heavy competition in the soda industry. See how our company and system employees make this possible every day and learn more about our areas of focus in sustainability. Coca-Colas Share a Coke campaign was pure marketing genius. 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. Amsterdam opened a pop-up store that exclusively sold personalized bottles and cans of Coke. High sales levels were also recorded in Canada, Britain, and the United States of America. 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. a. Consumers who find their names on the packs are convinced to share the joy. 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. They then received an MMS enabling them to share their friends name up in lights, via Facebook and email. That sealed it for me. The marketing communications used for the campaign were highly successful. Pepsi sales rocketed 12.1 per cent year-on-year to 213.26m in the 52 weeks to 19 July, found IRI. (2019, July 1). Some of the personalised brands have had a great demand that they were out of market as soon as the campaign was launched. Coca-Colas Share a Coke campaign was pure marketing genius. The campaign capitalized on the global trend of self-expression and sharing, but in an emotional way. The promotion and advertisement mix should also compose of both E-based and traditional channels to reach a wider audience. 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). For Coca-Cola, this is the major period when the company was making its largest sales so far. Another surprise was that people were buying Cokes to show people they cared for that they missed them from soldiers overseas in Afghanistan, to loved ones in hospital, to long-lost friends. You can find out more about which cookies we are using or switch them off in settings. Every customer would be in a position to associate with at least one of this names thus driving up sales (Rosenbaum-Elliot, Percy & Pervan 2011). Customers are a source of revenue to the Coca-Cola Company. This type of campaign was first introduced in Australia in 2011, and the campaign saw massive success with a 7% increase in Coke consumption. Jenkins, H 2006, Convergence culture: where old and new media collide, New York University Press, New York. 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. Catch up on the latest Coca-Cola news from around the globe - from exciting brand innovation to the latest sustainability projects. Create an idea that draws a lot of attention, gets put in media and excites consumers. JR: Despite the tight timeframe, the response was incredible. The companys market share has however being on the decline in the past decade. The campaign was launched in Britain. The main reason behind this is that the company has been facing stiff competition from a number of low sugar and calorie sports drink marketers and manufactures. The first brand was associated with high sugar and calorie levels. The idea used in the marketing communications was new. The market is divided into Cola products and non cola products. We aim to improve people's lives, from our employees to those who touch our business to the many communities we call home. 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. LA: Ive actually gotten to live Share a Coke four times in Australia, then New Zealand and in Europe twice so Ive seen its journey first hand. Coca-Cola takes every customer as a target, however its segmentation is mainly based on age, family size and income. The perfect segmentation was a main factor for Coca-Colas success. Each group can be divided into smaller segments. The following year we introduced the The group consisted of early adopters. The digital experience enabled people to send a virtual Coke to someone else via Facebook. 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! Consumers were invited to SMS a friends name, which was projected live onto the iconic Coca-Cola sign at Sydneys Kings Cross. Social media chatter and media coverage blew up. We have a rich history of effective, innovative marketing.A few years ago, we created Bottle Blast, a campaign that eventually spread to 80 markets. Retrieved from https://ivypanda.com/essays/the-share-a-coke-marketing-communications-plan/. 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 peo Baker, S 2003, New consumer marketing: managing a living demand system, John Wiley, London. Share a Coke campaign post-analysis | Marketing Mag It was the first time wed had digital at the heart of a campaign. The Coca-Cola Company had for many years been experiencing a decline in the sales volume across all brands. The Coca-Cola Company has been refreshing the world and making a difference for over 136 years. Share a Coke is a multi-national marketing campaign of Coca-Cola. The fact that your name is on a Coke bottle, it cant get more personal than that! Share a Coke: The Groundbreaking Campaign from 'Down Under' Key media and celebrity influencers with a large social media footprint were identified and sent personalised seeding kits with a Coke product bearing their name, including campaign messaging to share with their network of fans. Ballantyne, D 2004, Dialogue and its role in the development of relationship specific knowledge, Journal of Business and Industrial marketing, vol. 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 The Coca-Cola Company also used the element of publicity to promote the campaign. I remember my husband and I driving past a church and noticing a sign with slotted letters, like Scrabble. Nows the time for that idea. Campaign 2023 Stratton Craig Registered in England and Wales No. It contains thousands of paper examples on a wide variety of topics, all donated by helpful students. The timing plan for the campaign will be divided into five phases. LA: At the end of the day, our name is the most personal thing we have. The three core aims and objectives highlight that potential.