Another Integrated Marketing Success: Share a Coke 2.0
This year Coca-Cola is bringing back the “Share a Coke” campaign, which was originally launched in 2014. However, this time Coke plans to make their campaign even bigger and better. Coca-Cola is now offering four times as many names as they did last year along with more packaging options, giving customers more ways to “share a Coke.” Coke was decided to keep their packaging short and sweet with the straightforward label prominently featuring “#ShareaCoke.” To add to the offerings, Coke is showcasing aluminum bottles and emoticon-sporting mini cans that will become part of the 2015 packaging mix. Fun personalized nicknames like “Grad,” “Soulmate,” “Hero,” “Mom,” “Dad,” “Bestie,” “Mate,” “Dude,” and many more will be featured on the 8-oz. glass bottles. This simplistic approach to branding is effective because Coke is able to easily communicate their message to their target audience, millennials. Coke’s interactive campaign strives to connect their target audience with the Coca-Cola bottles and cans, becoming a part of the customer’s most memorable moments. This year, Coke aims to kick off the “Share a Coke” campaign in spring and summer in order to celebrate occasions such as Mother’s Day, Father’s Day, family reunions, weddings, graduations, proms, Birthdays, etc. No more last minute scrabbling through the aisles in search for your specific named Coke can, due to the new e-commerce component Coke recently created. Coke’s e-Commerce has made the buying experience more efficient and less stressful for their customers by allowing them to order customized Coke cans online, prior to the upcoming event or celebration. “Share a Coke” will be making its way around the world once again, stopping at 600 different destinations, giving away more than 1 million customized Coca-Cola, Diet Coke or Coke Zero mini cans. Fans can find the full itinerary at ShareaCoke.com and receive live location updates by following @ShareaCoke on Twitter. The success of “Share a Coke” campaign stems from the fact that consumers are able to associate a positive feelings with Coca-Cola, and feel as though they “know” Coke. The brand’s campaign mission is to inspire moments of optimism and happiness. Coke seeks to create value and make a difference in the world by offering their fans even more ways to share and personalize their own experiences.