“Share a Coke”
During the summer of 2014, Coco-Cola made a splash because consumers had a chance to swap its iconic logo with their names, so they can Share a Coke with their friends or families. Each bottle has a different name or title. Such as “Share a Coke with Yanan” or “Share a Coke with Sheryl.” At that time, my social media sites have been bombarded with images of personalized Coke bottles. I also followed the trend, printed my best friend’s name on the bottle, and then shared on my social media platform with the #ShareaCoke. In this way, I feel that this Coke bottle is very special and designed for me. My name is on a Coke bottle, which can’t get more personal than that! Therefore, my rational thinking goes straight out the window
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What makes the “Share a Coke” campaign so successful?
First of all, Coco-Cola creates a strong emotional connection between the brand and the consumer. “Share a Coke” campaign successfully grabs consumers’ attention and makes them feel important as an individual in a tailored way. By putting the consumers’ names on these bottles and cans, it can trigger their emotion to buy the products.
Secondly, the slogan words in the campaign are powerful call to action. It is simple, catchy and easy to remember. “Share a Coke” prompts consumers to buy a Coke to share as well as to “share” about Coke through social media.
Lastly, nowadays, teens and young adults care about self-expression and individual storytelling. They do not want to be similar to others. If printing their own names on Coke bottles, they will feel special and appreciated. “Share a Coke” campaign taps into all those passions.
Fall Short…
I notice that “Share a Coke” ads emphasize on sharing Coke with friends. There are a lot of young actors and actresses shot the advertising while ignoring the sharing with family members. Coco-Cola advertising should target different markets that will attract more
Coca-Cola is no stranger to unique and creative advertisements. Over the past years, Coca-Cola has replaced their well-known logo with popular names. By personalizing their products, Coca-Cola has appealed to a larger range of consumers. One commercial I have watched on television is the ‘Share a Coke: Break the Ice” Coca-Cola commercial. The commercial includes two young people meeting and breaking the ice by sharing a coke with their names on it. I believe Coca-Cola is trying to send the message of sharing a coke with others. This commercial does not have a lot of speaking but the body language is very strong. This makes viewers feel excited and curious to see what will happen. I find this commercial to be very effective. The idea to have names on the bottles is very creative. If I were to see my name on a bottle, I would defiantly want to purchase the
“Coca-Cola// Brotherly Love” YouTube, 24 Mar. 2016, www. Youtube.com/watch?v=Ypvf0rjaHqU. This video shows how the beverage of Coca-Cola can bring families together, with “Hey Brother” by Avicii playing in the background. The setting in this short clip starts off in a living room with two brothers picking on one another, the oldest brother had placed the younger brother’s headphones on top of the tallest shelf, knowing that he could not reach it. Each brother is dressed in jeans, tee shirts, and converses. Then later in the clip the younger brother is sitting on a park bench and a bully takes his coke which lead to the older brother coming to the rescue by scaring off the bullies. It had shown that even though the brothers picked on one another, they would always have each other’s back. Coca-Cola is a brand which is throughout this clip from the sofa to the dinner table and to a park bench. This ad is trying to convince families to use the Coca-Cola brand in their daily lives as a refreshing beverage. To appeal families with a beverage it must be luscious, delightful, and satisfying which every member of the family can enjoy it. Some terms that can come to mind when drinking a coke is American and classic. This brand has been around for centuries allowing families and friends to come together and enjoy others company. Brotherly Love commercial for Coca-Cola can determine how brands can come and bring others
They appealed to the struggle that average people have everyday and somehow found beauty in it. In the commercial, there is a shot of a child diving into a pool and scooping up Coke bottle caps from the bottom. This appeals to people who have memories of doing that same act in their own childhood. A private memory of a simple game was projected on screen. The imagery of the Coke logo became more than a soda brand, but a sense of
By using pathos to give the audience a sense of harmony with their community and evoking feelings of togetherness, Coke brought together a larger audience than they probably imagined. Although ethos was not as strong, the end credits for the commercial did boost the credibility for Coca-Cola with them admitting to what they did in the production, why and their continuous use today of the idea of sharing a coke. This particular commercial remains a major success for the company itself and in all honesty, boosted the ethos of the company in providing the audience with something they can relate to on an everyday
Brand Image / Loyalty: Coke and Pepsi have a long history of heavy advertising and this has earned them huge amount of...
It is said that Coca-Cola Australia had originally called the campaign, “Project Connect” and it was also to get people to start talking about Coke again and having people consume the product. During the first summer that Share a Coke started, more than two hundred and fifty million bottles were sold due to the publicity that campaign was receiving in Australia alone. Statistics from that summer say that ninety six percent of social media posts were positive and that only the remaining four percent were negative. (www.coca-cola.com) In the advertisement, it is clear that the names on the label can bring people together at unexpected costs. It gives people a sense of hope that not every communication is on a handheld device but that it is face to face also. As it shows in this advertisement, the Share a Coke campaign has brought friends, family and even strangers at the pool
POP! The bottle of Coke is opened and for many, all they need is one sip to become hooked on the preeminence in the case of it. For the hundred and 125-year Corporation that is all they want you to do, is take a sip of an ice cold Coke. For over a century Coca-Cola has been a powerhouse for producing one of the world favorite beverages. Wanting you to just take a sip “taste feeling” of happiness. Not only does coke do a great job of selling their products, but they have great strategy advertising it. Particularly, in the Super Bowl commercial titled Brotherly Love. In this commercial the director created a great deal of emotion, showing great sense of ethics and manifests logic. With all these tools used in the commercial
Share a Coke is a fantastic example of a business using crowdsourcing to attract a broader audience and to receive innovative ideas from the public. Crowdsourcing is a great opportunity for businesses to engage the public, generate new ideas, and ultimately connect with their consumers on a deeper level. Through its campaign, Coca-Cola showed consumers around the world that it is interested in their lives and ideas, which resulted in several outcomes. For example, Coca-Cola experienced an increase in sales and brand promotion. Besides that, #ShareACoke has become a popular hashtag on social media sites, an outcome that not only advertises the company, but also gives the business plenty of new content and ideas for future marketing campaigns.
This advertisement makes Diet Coke popular because it focuses on why the consumers drink the product; it 's refreshing and does not cause weight gain. This is proved in the advertisement because the women portrayed are happy and having a good time while sharing a Diet Coke, which leads the consumers to believe that they should buy a Diet Coke as well. This association increases sales and helps improve the overall market
The Coca Cola commercial received its fair share of praise, from those who enjoyed the presence of diversity on their screens and understood the message Coke meant to convey. It also was scrutinized by those who believe this is America therefore every individual should speak English. In a sense, the commercial gained bouts of attention, both negative and positive. The overall coverage of the commercial could be considered good for the Coca Cola Company. After all, it is attention. And the fact that numerous individuals took it upon themselves to wage in a social media battle means Coca Cola is winning.
In addition, discussed Coke’s strengths, weaknesses, opportunities, threats, and potential ethical issues. While there are a number of challenges that Coca-Cola could face with using social media, they have actually used social media to their advantage. They also understand the ethical responsibility one must have if a company uses social media to advertise its products. Coca- Cola’s social media presence and engagement with the consumer grows daily. As long as Coca-Cola is committed to evolving with the consumer’s ever changing attitudes towards beverage’s it will insure that it will probably remain a top-tier beverage provider for years to
The “Share a Coke” Campaign: In the summer of 2014, Coca-Cola began a new marketing campaign, “Share a Coke” which utilized the globally well recognized Coca-Cola logo, font, bottle, and colors. The campaign, which is still in use today, gives consumers the opportunity to share a custom moment with Coca-Cola products that have an individual’s name on the label instead of the traditional Coca-Cola logo. The basic 8, 16, and 20oz bottles started out with some of the most popular millennial names but has recently expanded to less common and even customizable name tags.
There are a variety of beverages available to us today with a wide range of differences, some are flavored, carbonated, low calorie, energy boosters, and just plain water. When it comes down to carbonated drinks there are two major rivalry soda companies dominating the market. Coca Cola and Pepsi are two well know cola distributors with very credible history, but the question still remains one is America’s favorite? With the ongoing competition between Coca-Cola and Pepsi, each company is incorporating new strategies for marketing and advertising there brands. When comparing an advertisement from each of the companies, we will review how they appeal to consumers.
Coca - Cola : Claims, Values and Polices Coca-Cola is a well-known and cherished brand name. When people think of this name, memories tend to overflow in their heads. Why do you need to be a member? Because, not only does Coke taste great and refresh your own personal memories, it also fills you with memories of the Coca-Cola like "Always Coca-Cola", the antics of the Coke polar bears, and all of the different ads that have represented Coke over the years. Just about every ad you see, as a consumer, has tons of hidden meanings.
"Coke" is the second most recognized word throughout the whole world right after the word “Ok”. Take a moment and realize what this means. Almost everyone in the whole world knows what a Coke is and relate it to the Coca-Cola Company. The Coca-cola Company was founded in 1886. This is the same year the Coca-Cola soda was invented. I've seen people drinking this soda all my life and throughout my own life I have taken up this action as well. Coca-Cola has become very popular over the decades and has even stayed very well known the whole time. Why is that? Maybe it is because of their advertisements. This Coca-Cola advertisement expresses happiness with a Coke to persuade and even manipulate its audience with natural and pure imagery, includes