Photo source: coloribus.com
Coca Cola is undoubtedly one of the most loved and known beverages in the world. Ever since the first bottle of coke was launched, people have fallen in love with the sweet taste of this refreshing drink. As the market has grown significantly over the last decades, with more and more sodas invading the consumers, Coca Cola had to find a way to stay in people’s hearts and more importantly, in their shopping carts. How did they do it? They created many campaigns meant to increase positive feelings towards the Coca Cola brand and beverages. Their latest creation is the all too popular- Share a Coke.
Share a Coke with?
In the last few months everyone has been invaded by photos of bottles or cans of coke. Facebook or Twitter newsfeeds were full of these photos. The explanation? Coca Cola’s campaign was highly successful. Firstly, a hundred or so of the most popular names in a given country were printed on the Coca Cola bottles where on the space for the logo. Words like “friends”, “family”, “diva” or “biker” also found their way on Coca Cola products. People were absolutely pleased with the idea, looking for their names on the bottles and buying them! What’s more, Coca Cola created two hashtags that became viral: #cokezone and #shareacoke encouraged people to share the brand online.
After the initial frenzy with popular names, Coca Cola used 3D printing technology to allow users to personalize their cans or bottles however they wanted.
The results were visible: young adult consumption increased significantly up to 7%. The traffic on the Facebook Coke page has seen a growth of 870%, while the page likes grew by 39%. The Facebook community grey by 6,8% globally and the #shareacoke hashtag was used 29,000 times on Twitter.
Why was this campaign so popular? Because it allowed people to personalize their beverage, making it unique. By being able to create their own content, consumers were involved in the process of designing the Coca Cola can or bottle which made them feel appreciated.
What do you think of this campaign? Have you shared a coke with someone?
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