The “Share a Coke” Campaign by Coca-Cola began in 2011 in Australia. Due to its success in Australia the United States began this campaign at the beginning of Summer 2014. This campaign has people everywhere looking for their name on a coke bottle. With over 1,000 of the most popular names (and nick names) plastered all over these bottles, people have been searching high and low to find theirs. With the campaigns beginning at the start of summer, Coca-Cola’s goal was to increase Coke sales/consumption in the rising competitive market. Additionally, Coca-Cola wanted people to start talking about Coke again.
At the end of the “Share a Coke” Campaign in Australia, the number of young adult consumption of Coke increased 7%, making 2011 their most successful summer ever. The Coke Facebook page was the number one talked about page in Australia, and 23rd world wide. Not only did the number of sales increase, but people began to view Coke in a more positive light saying that they are “always doing new things” and that Coke is “for someone like me”.
This marketing campaign was pure genius by Coca-Cola. They did the most important thing when it comes to marketing – involving the consumer. This idea of printing names on Coke bottles, drew in customers that usually don’t even drink Coke. For example, this summer I bought a bottle of Diet Coke simply because it had my name on it. Of course I do like Coke, but it wouldn’t be my first choice. I simply bought the Coke because it had my name on it.
Not only did Coca-Cola print names on physical bottles you can by in stores, but they also did virtual “coke sharing” through Facebook and YouTube. The number of people talking about Coke, posting pictures of their Coke bottles on Instagram and Twitter, and uploading posts on Facebook also increased.
The “Share a Coke” Campaign went viral. Whether through social media or seeing the bottles in the store, almost everyone has heard about this campaign. Everyone that buys that bottle of Coke with their name on it, now feels more connected with the Coca-Cola brand. With these Coke bottles still being sold in stores, Coca-Cola has truly mastered the marketing game of targeting the consumer.