Share a Coke Campaign

Share a Coke Campaign

Read the Five Marketing Lessons from Old Spice article, which discusses Old Spice’s relaunch of its brand in a 2010 campaign starring Isaiah Mustafa. It also had a huge social media and internet component that engaged consumers to interact with the “Old Spice man” through contests, blogs, and messaging. Sales rose 55%. This is one example of how a brand makeover can be successful.

Your task is to find a campaign that followed a similar path. What steps do you think were most effective in reaching the target audience? How did the company integrate these strategies into marketing campaigns to create a cohesive marketing strategy?

Note: To complete this initial post, it may be helpful to analyze the advertisers of a large event such as the Super Bowl, the Oscars, the World Series, or the Country Music Awards.

Answer preview………..

The selected campaign is “share a coke campaign” by Coca-Cola Company. In most cases, it is usually difficult for a brand to ground-break when they are already big. In other words, an already big brand is usually hard-pressed when it comes to new strategies of marketing. This particular campaign was aimed at appealing to masses to purchase more of the drink and increase overall customer engagement (Heble, 2016).

The campaign started in Australia where the company personalized each bottle of the drink with 150 most popular names of individuals in the country. This was then followed by printing of first names across the bottles’ front in the United States and other countries. In order to even reach the target audience more, they allowed clients to order custom bottles on their websites requesting things like college logos and nicknames (Hepburn, 2015). Basically, it was a fun thrill wondering what the name one will get out of the vending machine. This encouraged an individual to share a coke with whomever the name comes first……….

APA 382 words

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