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Task 1: Research Portfolio (U20:P1, M1 U24:P1)

Task 1: Research Portfolio (U20:P1, M1 U24:P1)

Coco Cola- Share a coke 

Share a Coke was a marketing campaign in which Coca‑Cola replaced their logo with some of the nation's most popular names, which were printed on the labels. People were also able to personalise their own bottles.

Aims and objectives

  • The purpose of the campaign was to create a more personal relationship with consumers of the product and inspire collective moments of happiness.
  •  The 'Share a Coke' campaign puts people's names on the bottle and encourages consumers to share the drink with others.

Target audience

  • The target audience for Coco Cola's share a coke campaign is 18-25 year olds
  • Something that worked to Coco Colas advantage was limited alienation 
  • This is because any consumer aged between 13-60 could essentially take part without feeling excluded. 
  • Their target audience of young adults wanted a drink that was not only able to quench their thirst, but by putting in the weeks of research, Coca-Cola discovered that there was a much deeper factor influencing their purchase behaviour: a sense of belonging, self-expression and storytelling.

Key messages

  • The primary campaign objective was to increase the consumption of Coca-Cola over the summer season. 
  • The secondary objective was to get people talking about Coke again. 
  • The campaign aimed to make consumers see Coke in a way that would encourage them to actually consume the product, not just love the brand.

Approach


Representation

  • The names printed on bottles and cans in stores represent many popular names, and the diversity of cultures.
  • A variety of different first names are available, from Dan, Sophie and Tina to Sunita, Fatima and Li. 
  • Including names from different cultural backgrounds ensure that those who consume the product feel more represented by the campaign. 
  • Consumers are also able to personalise a limited-edition glass Coke bottle on the Coco cola website. The site allows anyone with an unique or diverse name or nickname to join in.
  • Coca-Cola's campaign runs on a large scale, including many types of media, such as billboards, online content, social media, and influencers. 
  • Increasing the number of people the campaign represents will allow for greater participation in the campaign as a whole. 
  • As well as reflecting the diversity of culture and race, they also reflect the diversity of sexuality. One of the ways in which they have done this is through creating a share a coke with pride with a rainbow sticker, to include those of the LGBTQ+ community. 
  • The representation of the Coca-Cola Share a coke marketing campaign reflects diversity of society within the world, and the tolerance and acceptance of this. 

Campaign logistics 

  • The Share a Coke campaign was first launched in Australia in 2011.
  • It then was launched in the US, due to it being an American product, in 2014. These coke bottles only featured names, but over the past few years, as the campaign has evolved and expanded they have added new names, song lyrics, and more Coco-Cola flavors in more packages. 
  • Share a Coke was a marketing campaign that Coca‑Cola GB launched in 2013 and 2014.
  • The World cup was in 2014, and Coco cola was one of its sponsors.  
  • The Winter Olympics was also in 2014, and Coco cola was one of its sponsors.
  • This can explain why they decided to release the campaign in 2014, during the time of such popular events that reinforce a sense of solidarity, as this is what they want the drink to reflect. 
  • The campaign has since been part of an integrated marketing communications strategy across more than 80 countries around the world, including China, Israel, Norway, United States, Germany, New Zealand, Turkey, Great Britain and most recently, India.

Choice of media

Traditional, and above-the-line advertising

  • Billboards
  • Tv commercial 
  • Newspapers and 
Digital advertising
  • Social media
  • Twitter programme- enables users to send a soft drink to their friends for £5
  • Facebook
  • hashtag share a coke
  • Share a coke tour?
How does the brand reinforce brand identity. e.g. colour, logo etc. 

Call to action

Relevant legal and ethical issues

  • 100% of Coca‑Cola packaging is 100% recyclable.

Regulatory bodies

ASA 


Leon 



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