Coke has come up with another exciting and innovative campaign in Australia called 'share a Coke'. The aim is to share a virtual can of Coke with a friend who's name is on the list of 150 names and each name has a song on the Coca-Cola Australia Facebook page. The retail outlets will be selling Coke but it wont have Coke as the brand name but a random name from the list of 150 which have been created to cover a variety of names in different cultures based on the demographics of the population of Australia. To make it more exciting, they have little shopfronts where anyone can go and get their name labeled on the bottle. Coke is encouraging consumers to create an ad 'share a Coke with (your name)' and share it through social media in order to win some amazing prices. This is the first time in 125 years that Coke has changed the packaging!!! They have given consumers the chance to display their name on the Coke billboard in Kings Cross, Sydney by sending a text message (cost $0.30) with your name on it. This is the best know outdoor advertising sign in Australia and the campaign will run until the 30th of November 2011.
It's pretty courageous campaign. On their Facebook page it has created a lot of discussion already and it's interesting to see that Coke hasn't really kept up with responding to the posts. Some of the earlier ones had replies but then the replies from Coke kind of stopped... There are a lot questions from fans asking why their name is not in the list of 150 names and clearly it has created a lot of frustration among customers. The page also has many responses from satisfied customers who even post photos of a Coke bottle with their name on it.
I think this is an interesting campaign. I would love to find out how Coke decided to have only 150 names and whether or not they analysed the risks of not including everyone's names. At least they tried to solve the issue by giving everyone the chance to have their name labelled on the bottle. Clearly the list would've been way too long with every possible name on it but will this lead into unhappy customers? Another issue would be that how many people want to buy a Coke with someones name on it when you know that you didn't have a chance to have your name up on the shelves?
so awesome! saw these today when i got to campus.... very interesting that Coke decided to change their label... a HUGE move but just wait and see what impact it will have.
ReplyDeleteI will admit i dont get the song thing? a little hit and miss for me....
and i am totally disappointed there isnt a 'sonika' bottle.... what were they thinking!
Gret blog Roni!
ReplyDeleteI think this is such an interesting move from coke. I think that given the packaging has not been altered significantly in the last century (as you mentioned), it could result in sales for coke purely because it offers a point of difference to the norm. I like the campaign, but this may be because there is a 'Natalie' label!
I tend to agree that I may be put off buying a bottle of coke with someone else's name on it. It has been established extremely well over the years that one of the main reasons why people buy coke is due to the strength of the label/brand and all the positive associations the company has built around them. Take this away, and will people still be as inclined to buy it? Will be very interesting to see whether this campaign is successful for them. I certainly applaud them for doing something so different!
@Sonika: There's no 'Roni' either...might have to find a shopping center and create a label there.
ReplyDelete@Natalie: Especially in the beginning if people are not aware of the campaign they might think that it's not real Coke.
Apparently after the campaign ends on the 30th of November they're planning to change it into 'share a Coke with Santa' and display names of the reindeer's on the bottle during the Christmas period.
This is great. Saw it this weekend on FB when a friend posted a pic with a bottle that has her daughter's name on.
ReplyDeleteThis will work, I have no doubt, coke tends to do things right. I am also of the opinion that changing their logo for a temporary period (but not by so much that would be unrecognisable), won't have any impact. Coke take some very interesting marketing steps at times, and it sets them apart I think,.
Ross
Great post Roni! I agree with @Sonika that I don't really get the name-song thing... unless their objective is to have these songs be more like jingles, to annoy and remain in the minds of those exposed to it.. thus generating more buzz and awareness about the product!
ReplyDeleteI also blogged on the same topic, you can check it out at http://marketing-yum.blogspot.com/2011/10/get-together-and-share-coke.html