Essay on Business Challenge For Coca Cola
The world we live in today revolves around the digital space, transforming the way we connect with one another. Coca Cola, the world’s largest beverage company, decided to leverage this insight and craft a compelling campaign to connect with this new audience.
The business challenge for Coca Cola in Australia was the introduction of new products, brand extensions and a smudging of traditional category boundaries that pressured the flagship brand.
50% of teens and young adults had not had a ‘Coca-Cola’ in over four weeks (Study 2010) making it clear that the world’s most valuable brand, ‘Coca-Cola’, was losing the relevance. Teens felt ‘Coca-Cola’ wasn’t part of their world anymore. Young adults saw ‘Coca-Cola’ as predictable. The Coca Cola brand had to reintroduce its brand to gain consumers.
Hence, in summer 2011, Coca Cola decided to make a big splash, disrupt and excite Australians. It targeted consumers aged from 18 to 25 years, while ensuring a mass appeal and maintaining its relevance across Teens, Young Adults and Household Shoppers.
The key insight that teens and adult in today’s generation connect with friends more digitally than in person led to the inception of ‘Share a Coke’ campaign.
The primary objective of the campaign was to increase the consumption of Coca Cola during the summer months of 2011. The secondary objective was to get people talking about Coke…