Ginger Roots 2
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I first hope that everyone is doing well all things considered!
I am sadly... part of that percentage that has never tried a Coca-Cola, my mom was never a fan of soda in general. She, of course, had a good reason for that. No parent wants to figure out how to control a little kid, especially if they’re hyped up on sugar! However, I will have to say that this campaign was brilliant for the brand. I say that because it allowed the brand to really connect personally with the fans from all over the world.Coca-Cola realized that there was a high percentage of people(like me) that have never experienced the taste of a Coca-Cola beverage. With that being said, they were able to create bottles/cans with millions of different name options on the can. This unique marketing idea was able to make people feel special when grabbing a coke and seeing their name on it. Which of course, was their intention. Them also recruiting their own fans to be the face of their campaign made it even more memorable. This allows people all over the world to see what others see when experiencing a Coke.
They also were able to create machines that allowed fans of the brand to create their own bottle with their name on it! With this new campaign, it created a media uproar but in a positive way. No brand has done something this unique before, so it really helped the brand be acknowledged worldwide. People are also aware that when you go on vacation and want a souvenir it can be hard to find your name if it isn't a common name. With this new campaign, people are able to submit any names and vote on what should be added to Coca-Cola's soda brand. This is an awesome way for the public to be able to effectively play a part in CC’s campaign. Which is huge, of course people submit their ideas to brands everyday but, do they actually respond and make those suggestions? Usually not. This is why this is HUGE for the brand. They WANT peoples suggestions, they WANT people to be more involved with the brand.
I think CC really wanted to find a way to reconnect with its fan base. What better way to do this than give them an opportunity to create their own Coca-Cola bottle! Every year businesses struggle to find ways to create a new ‘bigger’ idea for the business. Not only does business change but so does the audience. CC is lucky that people will always love the brand CC, but them creating this campaign, allowed the audience to see that the brand wants to continue the relationship for years to come. Who knows if this campaign will still be popular in a couple of years, but I know that the brand CC will stir another brilliant idea for its fan base soon enough. I believe that their main message in this campaign is to remind people that they’re valuable and important. Is this not what God has asked of us? 1 Thessalonians 3:12, “and may the Lord make you increase and abound in love for one another and for all, as we do for you.”
I hope everyone has a blessed week, good luck on assignments due this week and next!
Best,
KatieShannon
Hoyer, W. D., MacInnis, D. J., & Pieters, R. (2018). Consumer behavior (7th ed.). Boston, MA: Cengage Learning.
Ingole, R. (2012, March 31). 'Share A Coke' campaign ...Coca Cola, a marketing genius!!!. [Video]. Youtube. https://www.youtube.com/watch?v=2X8Bd3-G6IU#action=share
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