Goal: increase market share by targeting teens and young adults
Wendy Clark, President of Strategic Marketing at Coca-Cola, says that this most of this target market is self-obsessed and that if they like their image, they like their name second most which became the foundation of their "Share a Coke" campaign, which ran last year and is now repeating in 2015 due to its success.
This popular advertising promotion involves printing first names (1,000) on 20-ounce bottles of Coke, Diet Coke and Coke Zero. For people with less common names, Coke is offering the chance to order a custom bottle online with a name or personal message.
The goal is to encourage Coke drinkers to share pictures of themselves and their "Share a Coke" bottles on social media. "We can't wait to see how fans share their amazing stories again this year - in real life and through social media," said Jennifer Healan, a marketing director at Coke. And the sharing was viral!
The success of Coca-Cola's "Share a Coke" campaign inspired brand fans across the world to re-engage with the most popular soft drink of all time. Wendy Clark said this of Coca-Cola's dedication to mobile:
"Mobile is at the core of everything we're doing. If we can't make a story work on a 4-inch-by-2-inch screen, then it doesn't work and it doesn't go further."
Coca-Cola recognised that people would turn to mobile to find their own customised Coke. Wendy Clark reveals in this video how "Share a Coke" inspired consumers to take action and how Coca-Cola was there for them on mobile.
