One of the most recent and most widespread, as well as successful campaign examples is the Coca Cola’s Share a Coke campaign.
During the summers of 2013 and 2014, Coca Cola changed its labels: the logo was replaced by the most common British names. Yet this was only the beginning of the campaign.
What followed next was the most important: consumers could personalise their own drink bottles/cans, and then were asked to share the bottle or the can with their name on Twitter, or any other social platform.
First launched in Australia, the campaign spread to more than 70 countries! And, in terms of sales, the summer of 2013 was the most successful summer ever for the company in Australia.
Part of the campaign’s success in my opinion can be accounted to the emotional appeal. Finding anything with your name on it makes you feel special and valued. What is more, the campaign applied the approach of sharing a coke, instead of just keeping it to yourself, and that might have had an impact on sales: people bought personalised bottles and cans for their family members, loved ones, long-lost friends, etc.
One guy from Scotland even proposed to his girlfriend with personalised coke bottles. This proposal went viral for obvious reasons, and the couple got well wishes from all around the world.
This campaign, in my opinion, is genius in its simplicity. A name instead of the company’s logo on a drink bottle makes it emotional and personal.
The participation of the audience is what made this campaign what it was. I believe it is phenomenal, and I think we all had a personal experience via this campaign, no matter where we come from.
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