‘Share a Coke’ by Coco Cola inspires and propels me towards a master in marketing.
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, …show more content…
The campaign was effectively communicated through multiple channels such as television, outdoor, radio, mobile, publicity, ambient and social media marketing focusing on Facebook and YouTube.
When consumers were successful in finding their names on the bottles, they posted pictures and videos online that went viral. This to me was an ingenious way of generating organic user content, and enhancing brand recall.
The increased affinity towards the Coke brand due to campaign forced PepsiCo to come up with ‘Top Mates’ campaign for their brand Pepsi Max. The campaign was targeted at male consumers between 16 to 30 years. The campaign did generate brand awareness but was not able to associate with consumers the way ‘Share a Coke’ did. The campaign was not able to build liaison with audience, and also the sales of Pepsi were in red post the
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, …show more content…
The campaign was effectively communicated through multiple channels such as television, outdoor, radio, mobile, publicity, ambient and social media marketing focusing on Facebook and YouTube.
When consumers were successful in finding their names on the bottles, they posted pictures and videos online that went viral. This to me was an ingenious way of generating organic user content, and enhancing brand recall.
The increased affinity towards the Coke brand due to campaign forced PepsiCo to come up with ‘Top Mates’ campaign for their brand Pepsi Max. The campaign was targeted at male consumers between 16 to 30 years. The campaign did generate brand awareness but was not able to associate with consumers the way ‘Share a Coke’ did. The campaign was not able to build liaison with audience, and also the sales of Pepsi were in red post the