share a coke' campaign objectives
11 min. Through the personalised bottles and cans, Coke was able to appeal to a large number of consumers across the world. Share Chaston, I 2002, Small business marketing management, Palgrave Macmillan, London. The campaign earned a total of 18,300,000-plus media impressions. The first brand was associated with high sugar and calorie levels. "The Share a Coke Marketing Communications Plan." 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. ", 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. It will forces on customers of all demographics. The brand was no longer viewed as any other beverage. In the past several years, Coke (and all other soda manufacturers) has seen declining sales due to the increased popularity of bottled water and low-calorie sports drinks. Web. [12] Additionally, Coca-Cola collaborated with McCann and Score a Score to create over 1000 unique songs based on names found on bottles of Coke. The Share a Coke campaign ran in 70 countries and picked up 7 awards at the Cannes Lions festival. JR: We started with 150. LA: At the end of the day, our name is the most personal thing we have. All this packaging materials were branded in order to match consumer preference. Coca-Cola dedicates Share a Coke to everyday heroes It is also one of the most recognisable global brands. Young Adult and Adults prefer diet coke more. The main reason is that the summer season, as there is an increase in sales for soft drinks. You are free to use it for research and reference purposes in order to write your own paper; however, you 2011). JR: Despite the tight timeframe, the response was incredible. Bishops Avenue The reason behind this is that the Coca-Cola Companys products are marketed all over the world (Senker & Foy 2012). The timing plan for the campaign will be divided into five phases. making their own TVC, featuring their friends profile pictures. Need a custom Report sample written from scratch by Kotler, P & Keller, K 2006, A framework for marketing management, 3rd edn, Prentice Hall, Upper Saddle River, N.J. Kotler, P & Armstrong, G 2006, Principles of marketing, 11th edn, Prentice Hall, Upper Saddle River, N.J. Kotler, P, Kartajaya, H & Setiawan, I 2010, Marketing 3.0: from products to customers to the human spirit, Hoboken, New Jersey. Coke had become too familiar, too predictable.We were given a clear challenge by the head of the Pacific region to do something extraordinary. (2019, July 1). 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. IvyPanda, 1 July 2019, ivypanda.com/essays/the-share-a-coke-marketing-communications-plan/. The Share a Coke campaign carried with it a very clear message. The shortage and unavailability of many names also had a negative effect on the gift-sharing culture that the Coca-Cola Company had attempted to create. The Share a Coke campaign carried with it a very clear message. Participate and stand a chance to win your share of R300 000.The Competition is open from 21st March 2022 and ends at 12am, midnight on 31st May 2022.