Coca Cola is arguably the most famous brand in the world. The red and white logo is instantly recognisable around the globe, even to those who don’t know the English language! Coca Cola really does have the most successful branding out there and they continue to capitalise on their position as the most well known brand with new, fun campaigns that everyone - regardless of their culture or country - can relate to.
Their latest campaign focuses on social interaction by inviting the public to 'share a coke' by replacing the iconic typescript with people's names. Focusing on 150 of the most popular names, the idea is for people to connect by finding the names of their friends and loved ones on Coca Cola cans and bottles, and taking the time to share a coke with them. For those whose names are not available on cans and bottles, there is the opportunity to create a virtual can, which means that even more people can take part – and such applications ensure that Coca Cola as a brand reaches as many consumers as possible.
Here at Eat Marketing, we recognise a successful campaign when we see one and we salute Coca Cola for using every platform possible to get their campaign out there. The advert that accompanies the campaign really focuses on the ‘youth’ market and features young, trendy people of both sexes paying homage to their friends, teachers and other people who inspire them by offering a coke with their name to the camera.
The focus is on interaction and sharing, the young adults in the ad are happy, connected and totally into this fun campaign. Consumers are able to ‘tweet’ photos of their Coca Cola bottles and like a facebook page that focuses on the campaign, and there will also be a summer tour all over the UK (which has already begun in Westfield shopping centres) with vending machines that can print different names on free Coca Cola or Coke Zero bottles. These marketing strategies, along with eye-catching, consistent designs are great ways of ensuring a strong campaign that stays at the forefront of people’s minds!
The results of this campaign with regards to brand awareness has been staggering; in the first three months of the campaign there has been millions of impressions on Facebook, tens of thousands of people have ‘shared’ virtual coke cans and tens of thousands of coke cans with different names have also been printed at Westfield Shopping Centres. And most importantly, young adult consumption has increased.
Coca Cola as a brand has, of course, an immense budget for their marketing campaigns, but this doesn’t mean a similar approach isn’t possible for smaller businesses! At Eat Marketing, we can help you plan and execute a fantastic campaign on a more localised and manageable scale that will suit your business – and your budget. Our close knit team of food and drink marketing experts specialise in creating successful food campaigns so contact us today for a no obligation chat on how we can help you find the right food marketing strategy for you and your business.
