With the introduction of new products, brand extensions and the blurring of traditional categories, however, the soft drink market has never been so competitive. So in summer , Coca-Cola wanted a big idea to combat this competitive market and get Australians to sit up and notice Coke. A campaign was needed that would make a big splash and disrupt and excite Australians.
The primary campaign objective was simple: increase consumption of Coca-Cola over the summer period. The secondary objective was to get people talking about Coke again. The campaign needed to make consumers see Coke in a way that would encourage them to actually consume the product, not just love the brand. Coca-Cola wanted a core idea that would reunite Australians with the idea of getting together and sharing a good time over a Coca-Cola.
They wanted to jumpstart real conversations and remind people of those in their lives they may have lost touch with, or have yet to meet. And, in order to bring people together, Coca-Cola needed to encourage this on a more personal level… and what better way to spark conversation than by using a first name! Varied content was created to suit a broad target audience allowing people to engage with the campaign in different ways, to varying degrees and via different contact points, making the campaign relevant to people who wanted to get highly involved or for those who just wanted to take part in the fun.
Coke constantly listened to what consumers were doing with the campaign in order to be able to surprise, maintain momentum and spark further conversations throughout the campaign period. Prior to campaign launch, Coke bottles with names on them began appearing in fridges across Australia, allowing consumers to discover the names on-pack themselves, sparking online conversations and media interest. First, the campaign story broke on page three of The Australian newspaper, followed by a flow of marketing trade coverage.
Key media and celebrity influencers with a large social media footprint were identified and sent personalised seeding kits with a Coke product bearing their name, including campaign messaging to share with their network of fans. But how exactly did they execute this? Before the campaign launch, Coke bottles with names on them began appearing in fridges throughout Australia. This allowed customers to notice the names in place of the logos themselves, creating online conversations and media awareness.
The campaign then launched across numerous channels. Get one for me too if you go :. I wondered why I had so many Facebook friends who had the coke can with their name on it as their profile shot!! And most importantly, young adult consumption has increased. At Eat Marketing , we can help you plan and execute a fantastic campaign on a more localised and manageable scale that will suit your business — and your budget. Our close knit team of food and drink marketing experts specialise in creating successful food campaigns so contact us today for a no obligation chat on how we can help you find the right food marketing strategy for you and your business.
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