share a coke' campaign objectives
The timing plan for the campaign will be divided into five phases. JR: We gave people the opportunity to Share a Coke with someone via the big, iconic digital sign at Kings Cross in Sydney. The brand was conceived in 1886. With over 370 million consumers, the region holds approximately $215 billion in industry value. The campaign needed to make consumers see Coke in a way that would encourage them to actually consume the product, not just love the brand. WebThe Share a Coke campaign first launched in Australia in 2011, and involved changing the traditional wrapping around the Coca-Cola bottle to say Share a Coke with and a Millions of Coca-Cola loyal customers are hopeful to find their names branded on the Coca-Cola bottles. They can do this via Twitter hashtag #ShareaCoke. We gave consumers an opportunity to express themselves through a bottle of Coke, and to share the experience with someone else. The Coca-Cola brand has been the most affected (Tanne 2013). In addition, summer has always been a key sales period for Coca-Cola. It goes without saying that Share A Coke is one of Coca-Colas most noteworthy digital campaigns. They have been in a position to achieve this by sharing the beverage with others especially friends and family members. For example, it helped to deal with the problem of low sales volumes. Objective of Share a Coke Campaign: Coca-Cola had two targets they needed to accomplish out of the Offer a Coke crusade. The main reason is that the summer season, as there is an increase in sales for soft drinks. The move was instrumental in creating awareness around the Coke brand across the world within a short duration. All this packaging materials were branded in order to match consumer preference. Coke banked on the idea that people find personalization downright irresistible. The brand is present across more than 200 nations and is sold in packages of various sizes. I remember my husband and I driving past a church and noticing a sign with slotted letters, like Scrabble. 1.Share a Coke - Customize Strategy - Q&A Task: For IKEA, think about its customers and customer networks then answer the following questions. There is also a new Share A Coke UK website and an associated Facebook app, where people who cannot find their names printed on labels can create a virtual personal can, the company explained. The billboards used for campaign have been placed strategically with the aim of catching the attention of as many people as possible. 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 main objectives for the Coca Cola Company are to be globally known as a business that conducts business responsibility and ethically and to accelerate sustainable growth to operate in tomorrows world. Why personalisation matters in content marketing Olivia Digital Marketing Blog, Traditional Media: the new age into marketing! The primary campaign objective was simple: increase consumption of Coca-Cola over the summer period. The secondary objective was to get people talking about Coke again. The campaign needed to make consumers see Coke in a way that would encourage them to actually consume the product, not just love the brand. The framework seeks to assess the effectiveness of a marketing communications based on its intended uses which include differentiating, reminding, informing, and persuading. Cola products currently provide majority of the revenues, but the proportion of non cola products is increasing. The components can be collectively referred to as context elements. The company felt that people find personalised commodities totally irresistible. They took pride in enlightening those around them of the new developments. 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. My reaction was childlike, she recalls. 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. The Share a Coke campaign used a wide range of promotional and advertising mix in order to reach the target audience effectively. IvyPanda. Coca-Cola's "Share a Coke" campaign was a strategic communication campaign that aimed to increase brand loyalty and engagement among millennials. 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. 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). The Share a Coke campaign was taken to virtually all television channels in the world. Creating a personalised experience for consumers is a key strategy for many brands these days. Outdoor advertising was also a key aspect of the brands marketing communications. For example, a childrens toy may have boys ages 911 as the target market and the boys parents as the target audience. must. 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. Social media played a huge role in the success of the campaign. IvyPanda. Coke banked on the idea that people find personalization downright irresistible. Share a Coke was a marketing campaign that CocaCola GB launched in 2013 and 2014. This means that every time you visit this website you will need to enable or disable cookies again. We've established a portfolio of drinks that are best positioned to grow in an ever-changing marketplace. Strictly Necessary Cookie should be enabled at all times so that we can save your preferences for cookie settings. You can find out more about which cookies we are using or switch them off in settings. For example, some jargons are popular in some countries and not in others. "The Share a Coke Marketing Communications Plan." Kitchen, P & Pelsmacker, P 2004, Integrated marketing communications: a primer, Routledge, New York. Soon, the marketing communications went beyond names to accommodate some of the most commonly used Jargons. Each group can be divided into smaller segments. 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. Bishops Avenue The brand was also allocated retail spaces which allowed the Coca-Cola Company to showcase the personalised Coke products. It is considered to be the most popular brand across the globe. The Share a Coke campaign first launched in Australia in 2011, and involved changing the traditional wrapping around the Coca-Cola bottle to say Share a Coke with and a popular name. Volumes leapt 9.7 per cent to 275.79 litres in the period. "The Share a Coke Marketing Communications Plan." We utilize security vendors that protect and People would scour retail locations and even resort to eBay in the hopes of finding their name or a friends name on a Coke bottle. You are free to use it for research and reference purposes in order to write your own paper; however, you Coca-Cola is one of the worlds largest beverage retailer and manufacturers. "The Share a Coke Marketing Communications Plan." The Share a Coke campaign was aimed at changing this downward trend. "The Share a Coke Marketing Communications Plan." 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 Four different kinds of cryptocurrencies you should know. Through the new campaign, the Coca-Cola Company will keep customers all over the world aware of the continued existence of their Coke brand. Those who were lucky to have their names branded on the bottle were also in a position to share the beverage with others. The campaign will target virtually everyone. JR: I remember going to the finals of a standup comedy competition in Sydney, where 12 acts were doing short sets. JR: Wed probably spend a fraction of what we spent on TV. IvyPanda, 1 July 2019, ivypanda.com/essays/the-share-a-coke-marketing-communications-plan/. 378,000 Coke cans were printed at kiosks, and overall sales increased by Opinion leaders played a major role in promoting the campaign (Ballantyne 2004). 2. That summer, Coke sold more than 250 million named bottles and cans in a nation of just under 23 million people. 3. The three core aims and objectives highlight that potential. Australians are extremely egalitarian. People were also able to personalise their own bottles of Coca-Cola at our Share a Coke tour. There have a high demand for soft drinks with low or no sugar. Advertising activities have mainly been carried out on the broadcast media. They are interested in a marketing communication that will result to an increase in sales. Ignatius, A 2015, Shaking things up at Coca-Cola. More emphasis was put on the broadcast media and the internet with the aim of reaching a wider audience. The personalisation aspect of the campaign has also persuaded many customers across the world to try the wide range of Coke products with their names or those of their friends branded on them. 2 And indeed, it worked! It is expected that higher sales volumes will be recorded with the implementation of the second phase of the campaign (Tanne 2013). Cokes marketing communications resulted into a gift-giving culture across the world. In future, even the traditional marketing channels should be included in the promotional and advertisement mix (Jennings 2007). Cranfield School of Management 2000, Marketing management: a relationship marketing perspective, MacMillan Business, London. The campaigns first phase was a success. Despite the success, more can be done to improve the results of the marketing communication. Target Audience: Millennials are globally connected through their mobile phones. Cokes focus on securing premium sales left it open to Pepsis deep discounting outmuscling its blend of brand marketing and multi-pack promotions. The brand was no longer viewed as any other beverage. Those names that were popular in one region were also not necessarily popular in another. The digital experience enabled people to send a virtual Coke to someone else via Facebook. A couple of weeks prior, theyd received a 151-word creative brief that gave them free reign to deliver a truly disruptive idea that would make headlines and capture the countrys attention. LA: It was a 151-word mass reappraisal brief. 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. Hector's Blogposts, Week 10 Digital Campaigns and IMC; New Ways of Connecting with Customers Darrenongws's Blog, Integrated Marketing Campaigns The Key Building Brand Awareness Thoughts on Digital Marketing, How Custom Labels Can Help Your Business Stand Out | Safe Ship, Product Packaging Virality: Viral Marketing Examples in Packaging - Meyers, Coca-Colas viral marketingMore audience Social Media Marketing, Digital Marketing World Forum (#DMWF) Global, Case study: how investigation and analysis delivered an experiential first for Mitsubishi Motors, A virtual International Rose Garden Festival, creating a personalised virtual Coke can to share with a Facebook friend, and. By encouraging the sharing culture, Coke was in a position to spread brand awareness. People are likely to embrace the target product due to peer influence. The primary campaign objective was simple: increase consumption of Coca-Cola over the summer period. ", 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. 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. The campaign was aimed at enabling loyal coke customers to share their favourite beverage with others. The numbers show that people love to see their names on branded products. The brand also has a number of interactive websites where customers can share about their experiences after using the wide range of Coke products. It defined why people loved Coke, but it wasnt making them buy more of it. The marketing communications will also make the world aware of the existence of the new Share a Coke campaign. 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. Not sure if you can write a paper on The Share a Coke Marketing Communications Plan by yourself? As such, the sales volumes have also been on the decline. student. Coca-Colas Share a Coke campaign was pure marketing genius. Did you know? WebTherefore, with its Share a Coke Campaign, Coca-Cola determined to conquer two main objectives: Engage with young Australian adults differently by talking to them through the Coca-Cola brand. Free Strategy Consultation.Meet with a specialist to talk through your specific challenges and discover if Incitrio is right for you. For Coca-Cola, this is the major period when the company was making its largest sales so far. In 2015, the company extended the campaign by increasing the number of names to 1,000. It contains thousands of paper examples on a wide variety of topics, all donated by helpful students. Getting there was a pretty funny process. No single element can be said to have lead to the success of the marketing communications alone (Kotler & Keller 2006). 2, pp. Coke too has evolved over the years. As such, personalised cans and bottles would not sit on the shelves of stores and supermarkets for long durations without being purchased. 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 Principles for Sustainable Agriculture (PSA), What the Fanta Mystery Flavors and Campaign, Coca-Cola Christmas Caravan Twenty Fifth Anniversary, Coca-Cola Zero Sugar Invites Fans to #TakeATaste, Simply Mixology Raises the Bar of At-Home Mocktail & Cocktail Experiences, Sprite, Fresca, Seagrams, & Mark Ronson Madlib Music Connection. By sharing a Coke, thousands of people have unknowingly provided Coca-Cola with free marketing. The secondary objective was to get people talking about Coke again. The campaign capitalized on the global trend of self-expression and sharing, but in an emotional way. However, measuring the return on investment (ROI). Most often asked questions related to bitcoin. WebThe share a coke ad enabled Coca-Cola customers to connect both online and offline. The following year we introduced the The four were integrated together in a creative manner. The campaign aims to create a perspective that Coca-Cola can be present at the heart of any positive experience or life story. The campaign featured personalized bottles with individual names and encouraged consumers to share a Coke with friends and family. Nows the time for that idea. The company was found to have invested more on television commercials with the aim of reaching a wider audience. Did General Motors make a mistake dropping Facebook ads? A target market is a group of potential customers that you identify to sell products or services to. Coke is big enough to pull off an idea like this, which speaks to the iconic nature of the brand. Marketing communications refers to the activities involved in the transmission of a message touching on a service, product or organisation with the aim of making it more attractive to its target audience (Chaston 2002). What is the marketing strategy of Coca Cola? It will continue until the end of the year. We knew we were only going to reach 42 percent of the population, even if we added generic names like Mom, Dad and Mate, so we purposefully made the invitation more aboutgivinga Coke to someone else rather than keeping it to yourself. The Share a Coke campaign was subsequently rolled out in over 80 countries. As such, there was a shortage in some of the personalised brands. Objectives. They include Diet Coke, Coke Zero, as well as Coke Light. In the budget, we will assume that at least half of the customers who will share their experience in the social media. It was the first time wed had digital at the heart of a campaign. 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 next phase of the Share a Coke campaign will involve the use of generic names, such as dad, mum, bro, wingman, and bestie to brand the Coke packaging materials. 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. We knew people would want to publish profanity and abusive language, so we had to put filters in place. The sentiment of sharing a Coke with someone else broadened our appeal. Amsterdam opened a pop-up store that exclusively sold personalized bottles and cans of Coke. I feel that generic names, such as dad, mum, bro, wingman, and bestie among others would be the most effective. As such, there will be an increase in revenue generated. In the business context, the marketing communications were aimed at driving up the sales of Coke products. Edmer Santos Digital Marketing, Coca-Cola PR Magic for Over a 100 Years | PR Superstar, IMC and Digital Campaigns Effective? The Coke brand has dominated the world soft drink market over the years. The Share a Coke campaign ran in 70 countries and picked up 7 awards at the Cannes Lions festival. The idea used in the marketing communications was new. Some of the personalised brands have had a great demand that they were out of market as soon as the campaign was launched. 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. As a result, many people across the world have become aware of the wide variety of Coke products that exist. Scores on always doing new things,is a brand I love and for someone like me all improved with the young adult audience. Who is the target audience for Share a Coke? It was one of the most successful marketing communications ever used by the company. I remember seeing the activation in Westfield, where poor Santa had no one to put on his knee! Bud Lights Retro Rebranding to Include Parent Company Anheuser-Busch Bud Light has recently found itself at the center of controversy after a backlash against its, Hubspot is a powerful platform that can help you streamline your marketing, sales, and customer service efforts, allowing your team to work more efficiently than, What is ADA Compliance? This report on The Share a Coke Marketing Communications Plan was written and submitted by your fellow They would serve as opinion leaders in the campaign. The phases will be based on the process of diffusion of the new campaign. As the campaign gained popularity, we did a second release where we let consumers vote for the next wave of names. Instead of sharing the beverage in normal Coca-Cola bottles, customers can now purchase bottles branded with actual human names. We always thought it would be big; we were just nervous about getting to market and getting it right. As I said, there wasnt the confidence in social media then that there is now. In order to curb the decline in sales, the Coca-Cola Company initiated the Share a Coke campaign. Who would want their name on a brand unless it was as iconic as Coke? After the 2012 Cannes Lions festival [where the campaign picked up seven awards], the whole world was interested. We sent traveling kiosks, which consumers could visit to customize a can of Coke, to major shopping malls across the country. This group of people is a subset of the businesss total market. However, more attention will be paid to the young generation who are keen to follow the trending issues in the social media. The personalised labels can be found on 375ml and 500ml PET bottles of Coca-Cola, Diet Coke and Coke Zero and the intention is to drive positive perception of the brand and to offer a fun and memorable experience for consumers, as they are encouraged to find a bottle for themselves, their family and friends. 1 July. ", "Coke Swaps in Song Lyrics for Names in New 'Share a Coke' Campaign", "Share a Coke Campaign Returns with Holiday Destinations instead of Names", "Coke Creates 1,000-Plus Songs for Its 'Share a Coke' Campaign", "What the Share a Coke Campaign Can Teach Other Brands", "What Makes the 'Share a Coke' Campaign So Successful? The Share a Coke Marketing Communications Plan. JR: We intentionally seeded the campaign with opinion leaders and influencers to get them to them lead the conversation and encourage others to seek out Share a Coke for themselves. Mass marketing is a marketing strategy where corporations seize the opportunity to appeal to a wide market of potential customers.