Increase the brand's profit during the summer of 2012. 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. The company has taken advantage of its popularity across the world, as well as vast resources to publicise the campaign (Koppe 2012). 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). Soon, the marketing communications went beyond names to accommodate some of the most commonly used Jargons. They took pride in enlightening those around them of the new developments. A target market is a group of potential customers that you identify to sell products or services to. 1 July. It was also aimed at promoting the sharing of Coke products. 2, pp. The companys market share has however being on the decline in the past decade. Coca-Colas Share a Coke campaign was pure marketing genius. Through the use of effective marketing communications, Coke was able to achieve its brand strategy. The brands campaign initially hit a snag. The following year we introduced the 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! I remember my husband and I driving past a church and noticing a sign with slotted letters, like Scrabble. The Share a Coke campaign was aimed at changing this downward trend. (2019, July 1). Compared to traditional channels, such as television adverts, the use of E-based marketing techniques allowed customers to give feedback (Hastings, Angus & Bryant 2011). 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 campaign strengthened the relationship between the company and its customer base. The name of the brand, Coca-Cola was replaced by peoples names. Soon, virtually every person in the social media was talking about the brand. We are using cookies to give you the best experience on our website. The campaign is currently being phased out, but there are whispers of plans to rerun the campaign every summer. First, the campaign story broke on page three of The Australian newspaper, followed by a flow of marketing trade coverage. 1. 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. An advertising campaign's objective is to raise awareness, pique interest, and convince prospective consumers to take a particular action, like making a purchase, subscribing to a mailing list, or stopping by a website. 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. WebNIVEA Masterbrand Campaign Competition is organised by Beiersdorf Consumer Products (Pty) Ltd. And it worked. They were also well informed of the trending issues in the social media. In addition, summer has always been a key sales period for Coca-Cola. 3. So when it launched with a bang, it was more of a relief than a surprise. You can find out more about which cookies we are using or switch them off in settings. Thousands of people visited resorts and retail locations in search of Coke bottles either branded with their names or those of their spouses, friends, or even family members. The companys major brands include Coke, Coca Cola Zero, Diet Coke, Fanta, Sprite, Powerade, Minute Maid, as well as Schweppers (Ignatius 2015). Share a Coke was a marketing campaign that Coca-Cola GB launched in 2013 and 2014. People were seen to identify with the beverages whose bottles were branded their names or those of persons closely related to them. WebCoca-Cola had two objectives they wanted to achieve out of the Share a Coke campaign. The brand also has a number of interactive websites where customers can share about their experiences after using the wide range of Coke products. Public relations have also been a key element of the promotional and advertising mix used in the Share a Coke campaign. The campaign received multiple awards at the Creative Effectiveness Lion Awards at Cannes. It defined why people loved Coke, but it wasnt making them buy more of it. 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. I remember seeing the activation in Westfield, where poor Santa had no one to put on his knee! With over 370 million consumers, the region holds approximately $215 billion in industry value. 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 campaign featured personalized bottles with individual names and encouraged consumers to share a Coke with friends and family. Share a Coke found the sweet spot by making consumers famous through the most iconic brand in the world. making their own TVC, featuring their friends profile pictures. [6][7], In the United States, where the campaign is credited with increasing sales by more than 2%[8] reversing more than 10 years of decline in Coke consumption,[9] the company and its agency has sought ways to extend the campaign while maintaining its relevance. 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. The agency to be used for future marketing communications should be furnished with the following information. IvyPanda. WebWhat is Share a Coke? The company will also be in a position to market the various Coke products based on their demand (Hollensen 2010). ", https://en.wikipedia.org/w/index.php?title=Share_a_Coke&oldid=1145970810, Creative Commons Attribution-ShareAlike License 3.0, This page was last edited on 22 March 2023, at 01:04. Why personalisation matters in content marketing Olivia Digital Marketing Blog, Traditional Media: the new age into marketing! Pretty much immediately, we knew we were on to something. Amsterdam opened a pop-up store that exclusively sold personalized bottles and cans of Coke. You are free to use it for research and reference purposes in order to write your own paper; however, you Consumers were invited to SMS a friends name, which was projected live onto the iconic Coca-Cola sign at Sydneys Kings Cross. 2019. The move was instrumental in creating awareness around the Coke brand across the world within a short duration. We will write a custom Report on The Share a Coke Marketing Communications Plan specifically for you for only 11.00 9.35/page. It was the first time wed had digital at the heart of a campaign. We use cookies to ensure that we give you the best experience on our website. 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). 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. Coke plans to take on more adventurous marketing campaigns. 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. It read, Share a Coke with a Christian. I thought, someone has taken the time to do this. The framework seeks to assess the effectiveness of a marketing communications based on its intended uses which include differentiating, reminding, informing, and persuading. It also earned a total of more than 18 million media impressions, and traffic on the Coke Facebook site increased by 870%, with page likes growing by 39%. Members of the Coca-Cola South Pacific team atop their offices in Sydney, Australia. IvyPanda, 1 July 2019, ivypanda.com/essays/the-share-a-coke-marketing-communications-plan/. Need a custom Report sample written from scratch by People are likely to embrace the target product due to peer influence. The campaign is to be rolled out at the beginning of summer in 2015. 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. The group consisted of early adopters. Koppe, S 2012, A moderate eclecticism: ontological and epistemological issues, Integrative Psychological and Behavioural Science, vol. Chaston, I 2002, Small business marketing management, Palgrave Macmillan, London. Those names that were popular in one region were also not necessarily popular in another. [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. 19 no. They were also instrumental in making most of their friends and family members aware of the campaign. High sales levels were also recorded in Canada, Britain, and the United States of America. In the external content, we will seek to evaluate the major stakeholders, their importance and communication needs. The campaign will commence with the branding of 2million bottles and cans. For example, some jargons are popular in some countries and not in others. Web. Watch our behind-the-scenes video about the making of Share a Coke. Volumes leapt 9.7 per cent to 275.79 litres in the period. After 65,000 people got their say, Coke bottles with 50 new names were released. We replaced our iconic logo with some of the nations most The Share a Coke campaign was a groundbreaking Marketing success. The Coke marketing communications has also been vital in reminding the general public of the products existence (Senker & Foy 2012). professional specifically for you? [1][2] The campaign began in Australia in 2011. LA: We were surprised by the degree to which consumers played with the idea and made it their own. Metas new suitability controls distance advertisers from harmful content. My reaction was childlike, she recalls. There are plans for a campaign featuring an auto-generated design printed on bottles. 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. In order to get customers to buy, the company soon took the campaign to the social media (Senker & Foy 2012). After fighting a shaky start, through integrated marketing techniques, the Coke brand successfully infiltrated social media, retail spaces, and outdoor marketing with its personalized paraphernalia. As the campaign gained popularity, we did a second release where we let consumers vote for the next wave of names. As a result, most marketing efforts by the company have focused on the brand. This new addition to the campaign titled 'In the Name of Everyone,' had a Coca-Cola vending machine built and shipped to a rural and native town in Peru. They readily welcomed innovations. 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. Each group can be divided into smaller segments. Product type: Coca Cola segments the market on the basis of the type of products bought by customers. 1, pp. Persons whose names have been branded on the Coke bottles have also been vital in informing the rest of the world of the fairly new development. The Share a Coke campaign carried with it a very clear message. Share a Coke: The Groundbreaking Campaign from 'Down Under' Two of the most popular jargons that have been branded on Coke products include Wingman and Bestie. must. The campaign then launched with a big bang across multiple channels. 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. Through branding of Coke products with popular English names, many persons across the world have been in a position to personally associate with the product. The moment Lucie Austin saw her name on a Coke bottle, she knew her team had a hit on its hands. 06608725 All rights reserved. (2019, July 1). London The first brand was associated with high sugar and calorie levels. Unsurprisingly, Coca Colas objectives for the sales promotion were based exactly on these two things. Theres a phrase called tall poppy syndrome. If anyone gets too big for their boots, they get cut down like a tall poppy. IvyPanda. Ignatius, A 2015, Shaking things up at Coca-Cola. The use of exhibitions was also a major element of the promotional and advertisement mix used in the Share a Coke campaign. However, the marketing communications were successful in catching the publics attention. This group of people is a subset of the businesss total market. Consumers then used these songs as inspiration to connect via Facebook. Coca-Cola: Smart Objectives - Clover Strategic | Startup PR and Communications Agency Coca-Cola, 1971 - 'Hilltop' | "I'd like to buy the world a Coke" 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. JR: Wed probably spend a fraction of what we spent on TV. Over the past few years, there has been a decline in the demand and popularity of Coke products. I remember Lucie saying, We need to come back with something that makes everyone sit up because of its impact and we only have a few weeks.. 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. [11] In 2017, the campaign returned to the US with a new variant; holiday destinations. The market is divided into Cola products and non cola products. Thanks to the campaign, the company saw a 2.5% increase in total sales and soft-drink volume went up by 0.4%. July 1, 2019. https://ivypanda.com/essays/the-share-a-coke-marketing-communications-plan/. So in summer 2011, Coca-Cola wanted a big idea to combat this competitive market and get Australians to sit up and notice Coke. Segments are typically grouped by age, location, income and lifestyle. Pepsi sales rocketed 12.1 per cent year-on-year to 213.26m in the 52 weeks to 19 July, found IRI. If you are the copyright owner of this paper and no longer wish to have your work published on IvyPanda. Coca-Cola's "Share a Coke" campaign was a strategic communication campaign that aimed to increase brand loyalty and engagement among millennials. 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. All this packaging materials were branded in order to match consumer preference. The purpose of the campaign was to create a more personal relationship with consumers and inspire shared moments of happiness. 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 The billboards are elected in strategic areas especially in urban areas. Prince Street It was an extraordinary coincidence one of the most bizarre moments Ive ever seen in advertising. The marketing communications used in the campaign saw the beverages sales rise considerably. Coca-Colas organic search built a reputation as one of the most effective drivers of customer traffic, interaction, and media exposure. No other beverage manufacturer or marketer had attempted to brand their products with the names of their consumers. Coca-Cola wanted a core idea that would reunite Australians with the idea of getting together and sharing a good time over a Coca-Cola. 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. 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. "The Share a Coke Marketing Communications Plan." As such, there will be an increase in revenue generated. Coca-Cola's "Share a Coke": Coca-"Share Cola's a Coke" campaign urged consumers to engrave their names or the Mass marketing is a marketing strategy where corporations seize the opportunity to appeal to a wide market of potential customers. 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. By putting first names on the packs, we were speaking to our fans at eye level. As such, there was a shortage in some of the personalised brands. Our mission is simple: help marketers excel. The campaign exceeded expectations with millions of Australians getting together and Sharing a Coke either virtually or literally. Coca-Cola said that the Share A Coke campaign will be its biggest ever in terms of budget, dwarfing even the massive Olympic Games marketing drive last summer. Bill boards were elected in strategic places across the world, such as along highways to catch the attention of potential customers. 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. 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. Cokes focus on securing premium sales left it open to Pepsis deep discounting outmuscling its blend of brand marketing and multi-pack promotions. The campaign was originally trialled back in 2011, resulting in a 7% increase in sales. On Twitter the hashtag #ShareACoke has been used, allowing consumers to tell their friends about the new packs. They were mainly young individuals most of whom were computer literate. Marketing communications strategies employed by the Coca-Cola Company for the Coke brand have also helped in customer persuasion. The main success was attributed through the digital platform, wherein each bottle mentioned the hashtag #shareacoke, in order to pursue users to share bottles with their names on social media. Coca-Cola had two objectives they wanted to achieve out of the Share a Coke campaign. 2 And indeed, it worked! For example, a childrens toy may have boys ages 911 as the target market and the boys parents as the target audience. 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. The Coca-Cola Company has been refreshing the world and making a difference for over 136 years. Some of the personalised brands have had a great demand that they were out of market as soon as the campaign was launched. 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 campaign was carried out on a large-scale across the world. 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. The phases will be based on the process of diffusion of the new campaign. Its our fingerprint our identity in one word. It was evident that people are excited having their names on branded products. This report on The Share a Coke Marketing Communications Plan was written and submitted by your fellow LA: At the end of the day, our name is the most personal thing we have. Objective of Share a Coke Campaign: Coca-Cola had two targets they needed to accomplish out of the Offer a Coke crusade. Share a Coke is a multi-national marketing campaign of Coca-Cola. Coca-Cola has for many years dominated the worlds soft drink market in terms of sales. After fighting a Coke banked on the idea that people find personalization downright irresistible. Coca-Cola said that the Share A Coke campaign will be its biggest ever in terms of budget, dwarfing even the massive Olympic Games marketing drive last summer. Advertising activities have mainly been carried out on the broadcast media. The campaign targeted at loyal customers achieved more success than was expected. This sharing behavior acted as an organic means of spreading brand awareness throughout social media platforms. 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. Instagram had only 10 million users worldwide at the time and wasnt factored into our planning. "The Share a Coke Marketing Communications Plan." They were among the first individuals to be aware of the campaigns presence. WebCompanies can ensure the authenticity of their sales promotional campaigns by implementing various measures such as ensuring fairness, transparency, and accuracy in the selection of winners, providing clear and concise terms and conditions, and avoiding misleading or deceptive advertising. A campaign was needed that would make a big splash and disrupt and excite Australians. JR: With no time to dwell on strategy, we wrote a clear and completely open brief that gave our agencies everything they needed to know as quickly as possible and full license to come up with their best stuff.
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