Share A Coke

The summer of 2012 brought in Coke’s campaign, “Share a coke.” Coke is already a well-known brand, as they have been operating for about 128 years (Neal). This means that campaigns now will be used to reinforce the power that Coke has or to introduce something new. “Share a coke” was a brand reinforcement campaign that was very successful. They used a new product and fan engagement to increase sales and make their brand more prominent in popular culture.
Coke’s innovative marketing plan is targeting teens and millennials, allowing them to personalize Coke products with their own first names. Coke is not a popular product among teens because it is old and there are recent health concern regarding coke. The idea was to make Coke trendy so that

One of the main goals of this campaign was to make Coke be seen everywhere. Since people could personalize the bottles, they are more likely to buy the bottles in the first place and also share and display them. This makes consumers feel attached to the product since their name is on it and Coke is getting advertisement in more places than it used to. This is a great example of earned media for this campaign. It was persuasive because if one person had a personalized Coke bottle, everyone would want one.
Coke created a website where fans could physically personalize their can with whatever name they choose. There was also a travelling kiosk that would print specific names the fans wanted. This engaged with all kinds of consumers, even though the consumer may not like the actual product. By allowing people to personalize a product they are going to buy, they are more excited about it and are more willing to share it. “Sharing a coke” was literally about sharing, so people felt more sentimental and empathetic than usual, as they would share Cokes and photos with their friends, fostering goodwill. This put pleasing aura around the company, persuading consumers to be more inclined to trust Coke and to be more brand loyal than in the

He received bottles of Cokes with his and his friends’ name on them to post on social media to make the bottle more visible. In July 2014 after the campaign had attainted some success already, “#ShareaCokewithCam became the number 1 global trending topic on Twitter, as Cameron promised to follow every fan who tweeted (Mendoza).” This expanded the #ShareACoke hashtag, Coke gained more followers on Twitter, and the product became even more visible to even more consumers than it already