The ‘Share a Coke’ campaign used a wide range of promotional and advertising mix in order to reach the target audience effectively. You can always learn from the greats and add your own out-of-the-box creative twist.
It all started in Australia.
And while this might not exactly be a scene from the number one love story, it still has a big emotional factor that appeals to many people.These marketing tactics are similar to the tobacco ads of the past, where big advertising companies would play on the emotional side of people to sell their cigarettes.
Target Audience The Coca-Cola Company knew that they needed to innovate and by creating this campaign they could target a more specific audience. Coca-Cola execs calculated that by using 150 names for the initial launch, they would effectively reach 42 percent of the Australian population.The Share a Coke campaign was purposely made as an invitation to share a coke with others rather than keeping one for yourself. For years, companies like Coca-Cola have been using tactics such as cartoons, characters, and many other things to appeal to children.
The "Share A Coke" campaign plays on the emotions of consumers by personalizing its bottles to target a younger demographic. The campaign used an integrated promotional and marketing mix. The success of Coca-Cola’s Share a Coke campaign hinges on the fact that the campaign was never about Coke.
To better reach its target audience, Coca-Cola released coke cans and bottles with the 250 most popular names of each country, and printed them out on the labels. Of our 21 billion-dollar brands, 19 are available in lower- or no-sugar options to help people moderate their consumption of added sugar. Remember, it’s always about them — not you.Because of social media, consumers now have a powerful influence on brands. Now the “Share A Coke” campaign is basically using the same concept, except it targets a broader demographic: children, young adults, and adults. When the campaign first ran last year, it lifted consumer perception and sales both, according to This would make sense because people, especially youth, like customized products, namely the kind with their name on it. Remember that this success isn’t just about telling people to use a hashtag.
Every great marketing campaign starts with knowing exactly who you want to reach and then getting deep and insightful understanding about them.Coca-Cola’s Share a Coke campaign has always been targeted towards teens and millennials.
The target market for the Coca-Cola is …
According to Lucie Austin, Coke’s brand executive, With this research in mind, Coca-Cola was able to put millions of advertising dollars to good use by communicating with their target audience clearly and directly.Market research also played a critical role in determining which names to use. Keep it short and catchy!You don’t have to reinvent the wheel when it comes to marketing. Take away: Personalisation is key to winning in the marketing world today. Hi there! With the target audience as millennials, Coca-Cola could target their marketable behaviours of wanting their purchases to make them feel good, and like to share with friends. The food industry is one of the biggest culprits. Figure out how you can talk eye to eye with your target audience and find creative messaging solutions that resonate with them. As a marketer, you must first give your target audience compelling and irresistible reasons to talk about your brand in their social circles.Another popular company that used social media effectively to trump their competitor is Volvo in their infamous Interception Campaign. Using style, good-looking people, and playing on the coolness factor are all ways cigarettes were pushed onto consumers — this emotional marketing tactic can now be translated to soda.
Out of the five concepts shared with the participants (name, designations, relationships, film dialogues and … Learn about it What makes a powerful call to action?