The form of marketing is persuasive and manipulative and marketers aim to make positive connections with consumers via advertising, celebrity endorsements and sponsorship. Vigorous marketing campaigns to increase sales include Coca-Cola’s “Share a Coke” campaign. The campaign displayed personalized Coke bottles/cans with the top 250 most popular names in the United States. This marketing strategy resulted in a 7% increase in Coke consumption. People were desperate to find a Coke bottle with their own or their friends name on it. This leads me on to state that Social Media contributed to the success of the campaign as when people were successful in finding their name on a bottle; they were encouraged to share their find on Social Media using
