If you’re on Facebook or Twitter, it’s unlikely that a friend of yours hasn’t shared an image of a Coke bottle with their name on it. It’s all part of Coca Cola’s ‘Share a Coke’ campaign. The idea; To encourage people to ‘Share a Coke’ with their family & friends. Coca Cola is constantly being chased by it’s competition, so creating a campaign that would get people across the country talking about the brand with their friends and family, both offline and online is exactly what they needed to accomplish. In the past month or so social media sites have been bombarded with images of personalised Coke bottles. Meanwhile the chilled aisles of supermarkets up and down the country are filled with people rummaging for that bottle with their name on it, so it’s safe to say that this campaign has been a huge success.
So what makes the ‘Share a Coke’ campaign so successful?
It’s all down to the emotional connection between the brand and the consumer. We admit, we wouldn’t normally pick up a single bottle of Coke on our weekly shops, but there’s something a bit exciting about spotting a product on the shelves with your name printed on it, especially when it’s such a world renowned product such as Coca Cola. So when we see a bottle with our name on it, an instant emotion is triggered, and when opinions based on emotions are formed, all rational thinking goes straight out the window! So, the lesson we can all take from the ‘Share a Coke’ campaign is as follows; Creating a strong emotional connection between the brand and the consumer will make you sales. Always.
We may not all have our name on a famous Coke bottle, but we all know someone that has which allows us to buy multiple bottles for our friends and family, making us feel that extra bit special. That’s what makes this campaign so great.