Obviously “Share a Coke” advertising campaign has been one of the most successful marketing decisions of 2011. And we all are inclined to buy it even if we don’t like coca-cola.
Even those who consider themselves to be quite resistant to “marketing ploys” can’t argue that the novelty value this campaign has created.
‘Share a coke’ campaign is the brain work of Ogilvy & Mather, pioneered by Coca-Cola Amatil, who manufacture Coca-Cola in Australia, where the 150 most popular Australian names have been randomly printed on bottles and cans. For those fellas with less-common names or nicknames, Coca-Cola visited shopping centers where people could get a custom name such as Umar, Pinky or Roger printed on their can or pet bottle.
This has been a stroke of marketing brilliance as people have searched for ‘their’ bottle including those who don’t even drink Coca-Cola.
Coca-Cola have definitely experienced a substantial increase in sales as well as invaluable social media and news exposure by the launch this campaign. This is part of Coca Cola’s plan to double sales by 2020 – its certainly got people talking about the brand, and the way that they have gone about this is something that you have to admire.
Following the success of the campaign in Australia, it was expanded internationally in 2012. This year, 2014, the campaign has hit Pakistan but sadly personal names like Umar, Alizy, Khan are not available on their market stock of cans or pet bottles. However, coca-cola visits shopping centers, Malls or restaurants where you can get your custom name printed on pet bottles or cans.To find which mall, coca cola is now visiting go to their official Facebook page.
‘Coca-Cola’, once more, had become social currency and a significant part of popular culture.
