Share a Coke

Share a Coke

https://www.youtube.com/watch?v=2X8Bd3-G6IU

In 2013 and 2014, Coca - Cola swapped their famous logo with people's names, so that people could Share a Coke with others. Each of the bottles and cans carried #ShareaCoke hashtag to encourage people to promote the brand online.

The most popular UK names were selected and printed on labels and made even more available online. This marketing campaign was one of the company's most successful campaigns.

Marketing Director Lucie Austin and Creative Excellence Lead Jeremy Rudge came up with the idea for Share a Coke from offices in Sydney in 2011. After being presented with a standout visual - a wall of Coca - Cola cans stacked on shop shelves, each with different names on. The company found a truly shareable idea that made headlines and captured the Australian public's attention (Grimes, 2013). 

The campaign had:

• Over a thousand names on Coca - Cola bottles and cans
• 998 million impressions on Twitter
• 235,000 tweets from 111,000 fans using the #ShareaCoke
• More than 150 million personalised bottles sold
• Over 730,000 glass bottles personalised via e - commerce store
• 17,000 virtual name bottles shared online across Europe
• 65 experiential stops on the Share a Coke tour
• Young adult consumption increased significantly, up by 7%

Source: (Coca - Cola, 2015).

Since the UK campaign was launched in April, it became a big hit. From a social perspective, Coca - Cola saw it's Facebook community grow by 3.5% and globally by 6.8%. A study from YouGov in May 2013, using it's BrandIndex, Coca - Cola had also increased it's Buzz score, moving it from negative to positive (Grimes, 2013).

In April 2013, Coca - Cola released the first 150 names on bottles. Then sent a select few as gift to celebrities and then let the public discover them in - store for themselves, so they could be the first to break the news on social media (Coca - Cola, 2015).

Everyone loves something that's personal an unique to him or her, even if it is just a drink. It became apparent that personalised content is a core focus - 78% of consumers feel that brands that create unique and personalised content are more interest in building a relationship with them (Coca - Cola, 2015).

Coca - Cola's marketing campaign was an effective one as it allowed people to use social media to promote their product. When the company put names on bottles it give people a personal connection and interaction with the brand. 

References:

Coca - Cola. (2015). The Share a Coke story. Retrieved from http://www.coca-cola.co.uk/stories/history/advertising/share-a-coke/. 

Grimes, T. (2013, July 24). What the Share a Coke Campaign can teach other brands. the guardian. Retrieved from http://www.theguardian.com/media-network/media-network-blog/2013/jul/24/share-coke-teach-brands 

Sainsbury’s Christmas Advert 2015 – Mog’s Christmas Calamity

Sainsbury’s campaign is partnered with the charity – Save the Children. Save the Children is hoping to improve child literacy across the UK under its Read On, Get On initiative.

In 2014, Sainsbury’s First World War – themed Christmas campaign featured enemy soldiers exchanging food and gifts in the trenches. In 2015, Sainsbury’s continue the “Christmas is for sharing” motto with its advert Mog’s Christmas Calamity which promotes children’s literacy.

The advert tells the tale of how Mog manages to destroy a kitchen on Christmas Eve in a series of unfortunate incidents – but ends up being praised as a hero for accidentally alerting the fire brigade. The heart – warming tale which sees the neighbours come together to share what they have so Mog’s family can have a perfect Christmas.

Sainsbury’s advert is funny and heart – warming at the same time, the advert shows viewers the meaning of sharing. Many viewers who have seen the advert may be able to relate to this advert, as things do not always go the way we want them to at Christmas.