Everyone seems to be talking about the latest "Share a Coke" campaign, where Australians are able to:
a) Purchase bottles of Coke with 150 different names (or their own) on them, or create a custom can
b) Share a virtual Coke with friend via social media platforms such as Facebook and their website, shareacoke.com.au
c) View various adverts and songs themed around the names printed
d) Enter a competition to win one of four $50,000 cash giveaways
e) Develop their own Coke adverts, starring their own friends (soon)
I read a 2010 article where Coca-Cola’s CEO, Muhtar Kent, mentioned that the company would be investing billions of dollars into the US market, as the only Western nation with a growing younger demographic. I’m curious why Australians, with an aging population, are the blessed recipients of this campaign and not the American youth. By putting my name on the bottle (pictured below), I feel enticed to build an emotional attachment with the product. This campaign inspires actions that can be hard for marketers to achieve: increasing the rate of trial (in non-users), purchase and an increased rate of re-purchase.
Perhaps the objective is to develop and strengthen a lifelong brand preference that will continually offer ROI as Aussies get older?
Executing the purchase can be fun as I rummage through the other Coke bottles labelled Kate, George, Luke and Jess to find the one manufactured just for me. I’m sure this can only strengthen the relationship that heavy consumers of Coke, who are sure to have a pre-existing emotional attachment to the brand.
Some may be concerned about the increased calorie intake this campaign might encourage, but at least Coca-Cola offers lower-calorie options such as Diet Coke. This leads me to think, should they start printing names on this product too? And, as a product with a strong female customer base, should the majority of names printed be feminine?
What do you think about the latest Coca-Cola campaign?
References:
Ignatius, A. (2010) Shaking Things Up At Coca-Cola. Harvard Business Review, 89(10), 94-99.
I like the campaign very much!
ReplyDeleteYour statement about how this forms a relationship with consumers is so true. Some feel though that if their name is not on the bottle, if they are not one if the 150, that they have been hard done by. But the potential benefits gained from this campaign far outweighs the odd annoyed person who's name wasn't one of the 150.
Ross
@Ross you are such a Coke campaigner! Yes it seems unique, yes my kids talked about it before others brought my attention to it, but will it contribute greater ROI for them?! Probably, but I still won't buy one
ReplyDeleteI think this campaign was very smart by Coke - however I feel like its not anything new! Yes they have finally gone to the extent of manufacturing it but hasnt the customised product era been around for a while???
ReplyDeleteI actually think that Coke have taken elements of other campaigns that have worked and launched them in one go... for instance Officemax have been doing personalised videos for christmas (where you can input your face into a funny elf dance clip) for many years --- I actually wrote about it in my blog: http://getting-the-gift-of-the-gab.blogspot.com/2011/09/blah-blah-elf-yourself.html
I completely agree – they are missing a huge market with only focusing on signature Coke. I only drink Diet Coke and would not consider getting one of these cans because let’s face it I wont drink its contents.... but I am still enticed because they are SO COOL! Hahaha
Thanks for checking out my post and leaving some feedback guys.
ReplyDeleteI totally know what you mean about people whose names aren't on the bottles taking it a bit personally. My sister has a unique Serbian name and she's pouty about it... even though she only drinks Diet Coke!
I just re-read my comment after it was published... my sis was pouting about not having a bottle named after her, not her name! hahahaha
ReplyDelete