'Share A Coke' campaign ...Coca Cola, a marketing genius!!!

Summary

In an audacious marketing move, Coca-Cola revitalized its brand in Australia by personalizing its product labels with popular names. The campaign aimed to reconnect with a younger audience, as 50% of teens and young adults had not tried Coke. As the excitement grew online, Coca-Cola encouraged Australians to share a Coke with friends, resulting in a social media frenzy and a surge in demand for personalized cans. The initiative led to a notable increase in sales, with a 5% rise in drinkers and substantial engagement on social media, ultimately re-establishing Coke's place in Australian culture.

Takeaways

• 🎉 Coca-Cola launched a campaign in Australia to reconnect with young consumers who had largely stopped drinking Coke.
• 🚀 The campaign featured 150 popular Australian names on Coke bottles to personalize the brand experience.
• 🌐 The campaign generated immediate buzz on the internet, leading to increased media attention.
• 🤝 Coca-Cola invited Australians to share a Coke with their friends, promoting social interaction and connection.
• 📈 The campaign resulted in a 5% increase in the number of people drinking Coke within three months.
• 📊 Sales transactions grew by 3%, and volume increased by 4% as a direct result of the campaign.
• 💬 The campaign included interactive kiosks where consumers could print personalized Coke cans with their names.
• 🎁 Australians actively participated by requesting names, leading to a voting process for new names to be added.
• 📱 The campaign saw a significant boost in social media engagement, with 87% more Facebook traffic and 12,000 earned media impressions.
• 🎨 Coca-Cola's branding strategy effectively reintegrated the brand into Australian pop culture through a simple label change.

Q & A

What was the main challenge Coca-Cola faced in Australia before the campaign?

Coca-Cola found that 50% of teens and young adults had not tasted a Coke, indicating a disconnection with this demographic.

What strategy did Coca-Cola use to reconnect with Australians?

Coca-Cola decided to personalize their product by featuring 150 of Australia's most popular names on millions of bottles.

How did Coca-Cola engage their fans during the campaign?

They kept the initial buzz quiet while recruiting fans to become the faces of their campaign, ultimately inviting Australians to share a Coke.

What was the response to the campaign when it was launched?

The media took instant notice, with blogs and social media lighting up, showing that Australians had fallen in love with Coca-Cola again.

What interactive element was part of the campaign in Sydney?

Coca-Cola created a digital billboard in Sydney that showcased people and their friends' names up in lights.

How did Coca-Cola handle the overwhelming demand for personalized cans?

They set up kiosks for people to print any name on Coke cans and also conducted a vote to release 50 new names based on public requests.

What were some notable results from the campaign after three months?

Coca-Cola experienced a 5% increase in drinkers, a 3% growth in sales transactions, a 4% increase in volume, and an 87% rise in Facebook traffic.

What was the total number of virtual Coke cans shared during the campaign?

There were 76,000 virtual Coke cans shared throughout the campaign.

How did the campaign contribute to Coca-Cola's cultural relevance in Australia?

The campaign made Coca-Cola part of popular culture again by encouraging connections among friends and family through shared experiences.

What simple change did Coca-Cola make to their product for this campaign?

Coca-Cola made a simple tweak to their labels by personalizing them with popular names, which revitalized consumer interest.