July 1, 2019. https://ivypanda.com/essays/the-share-a-coke-marketing-communications-plan/. The campaign then launched with a big bang across multiple channels. Unsurprisingly, Coca Colas objectives for the sales promotion were based exactly on these two things. Edmer Santos Digital Marketing, Coca-Cola PR Magic for Over a 100 Years | PR Superstar, IMC and Digital Campaigns Effective? However, measuring the return on investment (ROI). The Coca-Cola Company was worried that the group would not readily welcome the marketing communications. The TVCs, which featured a montage of volunteered photos of real people who shared that name, first aired across the biggest weekend in Australian sport during the AFL (Australian Football League) and NRL (National Rugby League) grand finals, reaching 30% of the population. Young adult consumption increased significantly during the campaign, up by 7%, making 2011 the most successful summer ever. We sent traveling kiosks, which consumers could visit to customize a can of Coke, to major shopping malls across the country. The aim of the campaign will be to promote sales. From trademark Coca-Cola to Sports, Juice & Dairy Drinks, Alcohol Ready-to-Drink Beverages and more, discover some of our most popular brands in North America and from around the world. For example, a childrens toy may have boys ages 911 as the target market and the boys parents as the target audience. The campaign was designed to Jenkins, H 2006, Convergence culture: where old and new media collide, New York University Press, New York. Bill boards were elected in strategic places across the world, such as along highways to catch the attention of potential customers. Public relations have also been a key element of the promotional and advertising mix used in the Share a Coke campaign. We gave consumers an opportunity to express themselves through a bottle of Coke, and to share the experience with someone else. The first Share a Coke campaign started in Australia in 2011. By sharing a Coke, thousands of people have unknowingly provided Coca-Cola with free marketing. It is expected that higher sales volumes will be recorded with the implementation of the second phase of the campaign (Tanne 2013). Through the personalised bottles and cans, Coke was able to appeal to a large number of consumers across the world. 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). In the external content, we will seek to evaluate the major stakeholders, their importance and communication needs. Watch our behind-the-scenes video about the making of Share a Coke. You can find out more about which cookies we are using or switch them off in settings. London We are using cookies to give you the best experience on our website. People were also able to personalise their own bottles of Coca-Cola at our Share a Coke tour. 346, p. 494. Instagram had only 10 million users worldwide at the time and wasnt factored into our planning. The campaign strengthened the relationship between the company and its customer base. So when it launched with a bang, it was more of a relief than a surprise. Target Audience: Millennials are globally connected through their mobile phones. "The Share a Coke Marketing Communications Plan." WebWhat is Share a Coke? The company would incur losses following failure by the population to purchase the already personalised Coke bottles. IvyPanda, 1 July 2019, ivypanda.com/essays/the-share-a-coke-marketing-communications-plan/. The Coke brand has dominated the world soft drink market over the years. In order to get customers to buy, the company soon took the campaign to the social media (Senker & Foy 2012). Coca-Cola takes every customer as a target, however its segmentation is mainly based on age, family size and income. The perfect segmentation was a main factor for Coca-Colas success. As such, it is important in sales promotion. Its a fancy way of saying that your website should be designed in a way that allows people with disabilities to, Digital marketing has become an essential strategy for businesses looking to expand their reach and drive revenue growth. The Coca-Cola Company is emerging from the pandemic poised for growth with a leaner lineup of high-potential brands and a more disciplined, consumer-centric approach to marketing and innovation, Chairman and CEO James Quincey said This type of campaign was first introduced in Australia in 2011, and the campaign saw massive success with a 7% increase in Coke consumption. The weirdest items Australians lost in Ubers this year, Everything Everywhere All at Once is a look into how brands can nail the Metaverse, Consumers place faith in rewards programs to ease cost of living pain, Google Analytics 4 (GA4) vs Universal Analytics (UA) : Your questions answered, Telstra throws down gauntlet to Spotify, with identical pricing. Varied content was created to suit a broad target audience allowing people to engage with the campaign in different ways, to varying degrees and via different contact points, making the campaign relevant to people who wanted to get highly involved or for those who just wanted to take part in the fun. WebCoca-Cola had two objectives they wanted to achieve out of the Share a Coke campaign. IvyPanda. The brand is present across more than 200 nations and is sold in packages of various sizes. As such, there will be an increase in revenue generated. They can do this via Twitter hashtag #ShareaCoke. The Cokes marketing communications was effective in that it was successful in making customers feel valued. In an effort to appeal to millennial consumers, Coca-Cola North America, The Coca-Cola Companys flagship market, includes finished goods, juice, and foodservice businesses. We hadnt really anticipated the packs being used in this emotionally powerful way. Lucie Austin, director of marketing at Coca-Cola, admitted that Share a Coke campaign is internally known as Project Connect and to inspire people and create a Target is known for its addictive shopping experience, and shoppers often joke about going into a store to make one purchase but end up buying far more. You are free to use it for research and reference purposes in order to write your own paper; however, you Coca-Cola's "Share a Coke" campaign was a strategic communication campaign that aimed to increase brand loyalty and engagement among millennials. 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? Make people notice Coke in a way that encourages them to actually consume the product, not just love the brand. The following year we introduced the It was an extraordinary coincidence one of the most bizarre moments Ive ever seen in advertising. As such, the marketing communications had succeeded in differentiating the Coke brand from other non-alcoholic beverages retailed across the world (Senker & Foy 2012). Among the most used elements in the campaign include advertising, public relations, publicity and exhibitions. The company has also over the years earned its position as one of the most respected non alcoholic beverage manufacturer, marketer, and distributor across the world. As such, the sales volumes have also been on the decline. The fact that your name is on a Coke bottle, it cant get more personal than that! 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. The main reason is that the summer season, as there is an increase in sales for soft drinks. Retrieved from https://ivypanda.com/essays/the-share-a-coke-marketing-communications-plan/. WebNIVEA Masterbrand Campaign Competition is organised by Beiersdorf Consumer Products (Pty) Ltd. The launch of the Share a Coke program has had various benefits. The company had attributed the decline in sales was as a result of competition from other low sugar and low calorie soft drink brands (Ignatius 2015). In terms of the internal context, the Coca-Cola Company incurred a lot of cost in the personalisation of the Coke bottles and cans. The billboards used for the campaign were also often very colorful and catchy to the publics eye. By Lara O'Reilly 11 Sep 2013. WebYou must have heard about the "Share a Coke" campaign, a viral marketing campaign that was launched by the Coca-Cola company in 2011. 2. Share a Coke showed that this new landscape was here. The three core aims and objectives highlight that potential. Coke plans to take on more adventurous marketing campaigns. Consumers were invited to SMS a friends name, which was projected live onto the iconic Coca-Cola sign at Sydneys Kings Cross. Through a partnership with Austereo, 150 name songs were created and broadcast on-air nationally. 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. There is still a belief in the marketing world that you need to spend big on media to make sure people see your ideas, but Share a Coke proved that you can focus your resources on building ideas people want. The marketing communications used for the campaign were highly successful. The campaign is intended at helping Coke dominate the world market for soft drinks once more. Coca-Colas Share a Coke campaign, which saw names like Chris, Alex, and Jess, as well as monikers like BFF and Wingman emblazoned on bottles and cans, is credited for increasing the companys US soft drink sales by 0.4 percent year-over-year, according to data reported in The Wall Street Journal. Metas new suitability controls distance advertisers from harmful content. In fact, the campaign was seen to catch the attention of virtually all members of the public. The campaign was carried out over a wide range of media. WebThe first-of-its-kind campaign celebrated the power of the first name in a playful, social way by swapping out Coke branding on bottles and cans with the 150 most popular monikers in Australia. professional specifically for you? Jennings, D 2007, Net, blogs, and rock n roll: how digital discovery works and what it means for consumers, creators and culture, Nicholas Brealey Publications, Boston. Volumes leapt 9.7 per cent to 275.79 litres in the period. https://ivypanda.com/essays/the-share-a-coke-marketing-communications-plan/, IvyPanda. 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 reason behind this is that the company has been facing stiff competition from a number of low sugar and calorie sports drink marketers and manufactures. In 2015, the company extended the campaign by increasing the number of names to 1,000. The personalised beverages were placed strategically in stores with the aim of catching the attention of the customers. The impact of the Share a Coke campaign was nothing short of astounding. Define your objectives: Start by identifying The Share a Coke Marketing Communications Plan. 11 min. They were also instrumental in making most of their friends and family members aware of the campaign. 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. SW6 6EA. Chaston, I 2002, Small business marketing management, Palgrave Macmillan, London. The Share a Coke campaign carried with it a very clear message. The second phase of the campaign is expected to be rolled out anytime this year with over 1000 popular names already in book. As such, personalised cans and bottles would not sit on the shelves of stores and supermarkets for long durations without being purchased. Since this population mostly comprises of young people, Pepsi sells its products in restaurants, schools, colleges, fast food stores, and other places that this target market frequents. Rosenbaum-Elliot, R, Percy, L & Pervan, S 2011, Strategic brand management, 2nd edn, Oxford University Press, Oxford. So in 2011, Coca-Cola initiated these conversations by putting Australians front and centre and encouraging them to connect and Share a Coke. We replaced our iconic logo with some of the nations most The Share a Coke campaign was aimed at changing this downward trend. Not surprisingly, more than half of all texts sent were rude words we couldnt use, so the profanity filter worked. a. 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 significant role played by bitcoin for businesses! 1, pp. With the success of the campaign down undah, U.S. Coke finally decided to give the campaign a try in the states for the first time in June, 2014. The Coca-Cola Company had for many years been experiencing a decline in the sales volume across all brands. A target market is the segment of consumers most likely to want or need a businesss products or services. Coke has been one of the companys most coveted brands. 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. The components can be collectively referred to as context elements. In the end, we went with our existing agency, Ogilvy, due to our long history with them. The Share a Coke campaign was subsequently rolled out in over 80 countries. The campaigns first phase was a success. Increase the brand's profit during the summer of 2012. Your privacy is extremely important to us. No other beverage manufacturer or marketer had attempted to brand their products with the names of their consumers. I remember my husband and I driving past a church and noticing a sign with slotted letters, like Scrabble. Soon, virtually every person in the social media was talking about the brand. JR: We gave people the opportunity to Share a Coke with someone via the big, iconic digital sign at Kings Cross in Sydney. Every country has put a new creative twist on the idea. IvyPanda. In the business context, the marketing communications were aimed at driving up the sales of Coke products. The campaign capitalized on the global trend of self-expression and sharing, but in an emotional way. JR: The overwhelming demand for the personalized cans surprised us. The campaign was launched in Britain. The social media was the most widely used marketing tool. Austin, who at the time was director of marketing for Coca-Cola South Pacific, was huddled with her colleagues inside a Sydney conference room in 2011, listening to five agencies pitch concepts for Cokes next summer campaign. Free Strategy Consultation.Meet with a specialist to talk through your specific challenges and discover if Incitrio is right for you. The brands campaign initially hit a snag. The campaign was originally trialled back in 2011, We told them, That idea youve got tucked away that youve always wanted to do for Coke? Already, the campaign has been a success with the company reporting an increase in sales of Coke products. The marketing communications are framed in a manner that best suits the needs of the customers, the need to have their names on Cokes packaging materials. As the campaign gained popularity, we did a second release where we let consumers vote for the next wave of names. The campaign was aimed at enabling loyal coke customers to share their favourite beverage The move by the company has been viewed by many across the world as a show of appreciation to the brands loyal customer base. The marketing communications plan used in the Share a Coke campaign consist of four major components. Some of the personalised brands have had a great demand that they were out of market as soon as the campaign was launched. Germany set up online store where you could order personalized bottles to be delivered for home delivery. Key media and celebrity influencers with a large social media footprint were identified and sent personalised seeding kits with a Coke product bearing their name, including campaign messaging to share with their network of fans. 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. In 2019, Coca-Colas U.S. market share amounted to 43.7 percent. In Australia, we were the number one most talked about Facebook page and 23rd globally. The campaign featured personalized bottles with individual names and encouraged consumers to share a Coke with friends and family. Some of the Coke customers were also dissatisfied that their names were missing in the list selected for the personalisation campaign (Keller 2012). This is IvyPanda's free database of academic paper samples. And South Africa created the adorable TV commercial, Bobby, which has been one of Cokes highest-scoring ads ever. It can however also be used for the purpose of persuading potential customers to try what is being offered. The promotion and advertisement mix should also compose of both E-based and traditional channels to reach a wider audience. The Coca-Cola Company also used the element of publicity to promote the campaign. The numbers show that people love to see their names on branded products. The campaign went beyond customized bottles. Tanne, J 2013, Coca-Cola launches antiobesity advertisements, The British Medical Journal, vol. JR: We started with 150. See how our company and system employees make this possible every day and learn more about our areas of focus in sustainability. Agencies: Naked Communications, Ogilvy, Wunderman, Ikon, Fuel, Urban, Momentum, One Green Bean. The campaign is currently being phased out, but there are whispers of plans to rerun the campaign every summer. Customers are a source of revenue to the Coca-Cola Company. They have been in a position to achieve this by sharing the beverage with others especially friends and family members.
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