Coca-Cola is a global known brand; in every single corner of the world people recognize its products. Despite its success, they are always focusing on the innovation of their marketing strategies.
One of the most important strategy is the current one, which consists in personalizing 550 million of bottles with the most popular first names of their customers. Therefore Coca-Cola logo has been replaced by their names on the bottles of Coca-Cola, Diet Coke and Coke Zero.
In fact, this campaign tries to pay tribute to their consumers. The campaign was released in social media; the idea is that people share their pictures and experiences related with the brand. Indeed it not only consists in personalizing bottles but also focusing on sharing moments and stories behind them. The campaign invites consumers to find the names of family members, friends or coworkers and using the #shareacoke hashtag, in order to share their own stories.
Undoubtedly, with this personalization the company tries to make us feel special. It is about an optimistic message which involves the customers. This is one of their keys to success, with which the campaign brings clients together with the products. Moreover, it is a motivation for people who do not consume Coca-Cola yet. On the other hand this campaign can be applied in any country because it contains an universal message: everybody has a name and friends with whom to share a Coke
The Coca-Cola’s campaign was very successful and the main key was achieved. Now everybody talks about it. In addition, the message of optimism, happiness and union is the most important for this brand. One more time the company demonstrates that they are more than only refreshments.
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