Surely one of the most successful marketing decisions of 2011 has been the “Share a Coke” advertising campaign?
Coca-Cola Amatil, who manufacture Coca-Cola in Australia, have pioneered a campaign where the 150 most popular Australian names have been randomly printed on bottles and cans of the beverage. This has been a stroke of marketing brilliance as people have searched for ‘their’ bottle including those who don’t even drink Coca-Cola.
Last week, whilst in company I discovered my own name printed on a bottle that was sitting at the front of a drinks cabinet at a local bakery.
Of course I was inclined to buy the bottle and I don’t even like Coca-Cola.
In all honesty I don’t know why I bought it, especially because I consider myself to be quite resistant to “marketing ploys”. Regardless, I can’t argue that the novelty value is there, even if I gave the beverage away.
The “Share a Coke” campaign was the work of Ogilvy & Mather and commenced in September 2011 with the 150 most-popular Australian names. Following the launch of the campaign it is believed that Coca-Cola have experienced a substantial increase in sales as well as invaluable social media and news exposure.
For those folk with less-conventional names or nicknames, Coca-Cola visited shopping centres where people could queue and get a custom name such as Udaya, Khuntoria, Chibi or Skyro printed on their can of Coke.
Following the success of the campaign in Australia, Share a Coke will be expanded internationally in 2012.