12/4/2014

By: The Coke Team

Sharon AlcazarHoa Lun (Casey) ChuMarlon GomezJessica LopezEleon RodriguezHein Thiha

Coca-Cola History_______________________________________________________________2

Brand______________________________________________________________________________2

Brand Loyalty_______________________________________________________________________2

__________________________________________________________________________________3

World Ranking as Brand_________________________________________________________3

Brand Equity________________________________________________________________________3

Company Mission Statement___________________________________________________________4

Company Vision_____________________________________________________________________4

“Share a Coke” Campaign History_______________________________________________________4

Product Brand in Campaign____________________________________________________________5

Goals and Objectives____________________________________________________________5

Campaign Overview & Components________________________________________________5

Print Advertising & Broadcast Advertising________________________________________________6

Social Media (Instagram, Twitter, Facebook)______________________________________________6

YouTube-Owned Media_______________________________________________________________8

Direct Response & Event Marketing_____________________________________________________9

Public Relations____________________________________________________________________10

Sales Promotion____________________________________________________________________10

Target Market________________________________________________________________10

Demographics______________________________________________________________________11

Psychographic______________________________________________________________________11

Behavioral_________________________________________________________________________11

Gender Patterns____________________________________________________________________11

Age Patterns_______________________________________________________________________12

Educational Patterns________________________________________________________________12

Social Patterns_____________________________________________________________________12

Creative Brief_________________________________________________________________13

Success or Failure Analysis______________________________________________________14

Works Cited__________________________________________________________________17

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Coca-Cola History

Coca-Cola was patented in 1887, registered as a trademark in 1893 and by 1895 it was being sold in every state and territory in the United States. In 1899, The Coca-Cola Company began franchised bottling operations in the United States.

Brand Personality: The company brand vision is universal happiness. “Open Happiness” is the main slogan of the brand personality. Their main object is to enable people to share moments together. According to the Asian Journal of Management Research, the brand also has sincerity and excitement personality as well. However, it scores high on ‘competence’ with low rating on ‘ruggedness’. The brand’s advertising campaign is generally designed to induce a feeling of celebration.

Other personalities: Authentic, Connected, and Optimistic.

Culture: The brand is perceived by consumers as a part of daily life and of their life style. Coke is a globalized product that has the taste customers are looking for, and which gives the pleasure of refreshment during a break together.

Image: Coca-Cola communicates “drink all the time.” The company communicates with consumers through media to increase its community. Coca-Cola’s logo is red, so that consumers can recognize the brand image instantly.

Brand LoyaltyThe Coca-Cola brand image conveyed, the visibility and availability of products and ads, and the expected quality everywhere make it one of the most bought brand in the world. According to purchasing frequency in the US: 48% of Americans drink a soda everyday with an average of 2.6 glasses per day. Coke represents almost 50% of soda consumption; there is no doubt that its customers are loyal. Around the world, more than 3% of beverages consumed are Coca-Cola, equaling 1.7 billion servings per day.

As already noted, Coca-Cola is seen by consumers as part of daily life; thus, Coke has achieved a high level of loyalty. 

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The above image shows the top 10 most famous brands of 2014.

World Ranking as BrandAccording to the Forbes, Coca-Cola was known as the best global brand for the 13th consecutive year until 2012. In 2013, its brand ranking dropped to number 2 and continued to fall to number 4 in 2014. Although ranking number 4 among all brands, Coca-Cola is the only beverage company in the top 10 list of global brands.

Brand EquityBecause of brand extension, Coca-Cola’s equity is difficult to measure. People do not distinguish all brands owned by the company, and might even

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buy without knowing they will be drinking or eating Coca-Cola’s product. However, the brand promises the same experience around the world: refreshment, fun, and the American lifestyle.

Moreover, Coca-Cola is recognized as the most valuable company in the world according to the respected Inter Brand Corporation. Valued at $ 56.1 billion, Coke has become effectively a part of modern world culture. Coke’s identity has been built with consistent values and differentiating elements during a decade. Despite competition, the brand continues to hold the third position globally in brand equity rankings. (Lara O’Reilly).

Company Mission StatementThe company has a threefold mission statement:

To refresh the world. To inspire moments of optimism and happiness. To create value and make a difference.

Company VisionThere are 6 domains in Coca-Cola’s company vision:

People: Be a great place to work where people are inspired to be the best they can be.

Portfolio: Bring to the world a portfolio of quality beverage brands that anticipate and satisfy people’s desires and needs.

Partners: Nurture a winning network of customers and suppliers. Together we create mutual, enduring value.

Planet: Be a responsible citizen that makes a difference by helping build and support sustainable communities.

Profit: Maximize long-term return to shareowners while being mindful of our overall responsibilities.

Productivity: Be a highly effective, lean and fast-moving organization

“Share a Coke” Campaign HistoryThis campaign idea came from two British employees - Marketing Director Lucie Austin and Creative Excellence Lead Jeremy Rudge - while they were planning Coca-Cola’s summer campaign in Sydney in 2011. They came up with the idea when they placed a stack of Coca-Cola cans horizontally with names in the place of the famous Coca-Cola logo. Later on, this idea made headlines and captured the public’s attention in Australia.

According to Austin, the campaign’s goal is to focus on spreading the brand name global trend of self-expression and sharing, but in an emotional way.

Product Brand in Campaign In summer 2013 and 2014, the company put its iconic logo with names. They

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printed the UK’s most popular names on the bottles, and made even more available online. The goal is to make consumption personal for their global brand, giving consumers the chance to share a personalized Coke with friends or loved ones and create special moments of happiness and memories. The Coca-Cola website shows 1,000 names on shelf and over 500,000 names available through the Share a Coke online store.

Their idea achieved further success when a man name Donnie proposed to his lover using bottles with his name. A picture of his unique proposal was posted to Coca-Cola’s Facebook page. Within 24 hours, they received millions of “Likes.”

Goals and Objectives“Share A Coke” was first launched in 2011 in Australia. They had to reconnect with the Australians because 50% of teens and young adults had not tasted a Coke. Therefore, Coca-Cola decided to get personal and put 150 of Australia’s most popular names on millions of bottles of Coke. Coca-Cola gave consumers an opportunity to express themselves through a bottle of Coke, and to share the experience with someone else. The fact that names are on a Coke bottle shows how personal the company was trying to treat its customers. The campaign capitalized on the global trend of self-expression and sharing, but in an emotional way. The results of the campaign are phenomenal. The consumption of its cola jumped 7% among young Australians. Coke sold more than 250 million named bottles and cans in a nation of just under 23 million people. The campaign has since made its way around the world, and is in more than 70 countries to date.

Campaign Overview & ComponentsThe Share-A-Coke campaign launched in the U.S. in June 2014. Coca Cola replaced the traditional look of their brand name on the bottle with 250 of the most popular names among American teens and Millennials. Not only were names included on the bottle, but also words like “Family,” “BFF,” “Besties,” “Buddy” and “Mom” to get consumers to purchase a soft drink for themselves as well as friends and family. Don’t see your name on a coke bottle? No problem. Coke created a website where consumers could submit their name and share their bottle of coke on social media platforms. The campaign appealed to consumer’s emotions towards family, friends, and love. The campaign also focused on building relationships and promoting consumers (themselves).

Through this campaign, Coca-Cola increased brand awareness and appealed to a younger audience. According to Network Insights, brand awareness

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increased by 11.8%. According to The Wall Street Journal, Coke plans to increase its advertising by $1 billion dollars over the next three years, from a reported $3.3 billion in 2013 (Esterel, 2014). Other statistics for advertising costs were not available. For the first time in a decade Coca-Cola has seen an increase in sales due to the “Share a Coke” campaign. Coke soft drink sales increased by 0.4% during a 12-week census (Esterel, 2014). After evaluating only three years of Coca Cola’s financial statements, the company has had broken even and operating margins have remained consistent averaging 21%. Last year Coke’s net income was $11 billion dollars, a figure that has remained constant for the last three years. Even though the campaign was successful in using integrated marketing to reach its target audience, sales did not reflect the intent of the marketing campaign. Also the campaign used offline ads such as TV commercials and print ads to inform consumers of the campaign as well as social media platforms, YouTube channels, celebrities, direct response and event marketing, and sales promotions.

Print Advertising & Broadcast AdvertisingMagazine, newspapers, and TV commercials were used to attract existing consumer and attract new consumers from offline. Coke used their own marketing strategies to explain how the company plans to evolve to hit changing target markets. Coke’s 2020 content approach explains how the company will take what they call content excellence into liquid and linked execution. Campaigns like “Share a Coke” will be designed to be contagious to the point the campaign cannot be controlled and target markets will continue to share on social media platforms. The use of print and broadcast advertising gives consumers the opportunity to share the campaign offline and with others. Whether offline or online, Coke stays true to their core values of friendship, happiness, and good times (Timofeev, 2014).

Social Media (Instagram, Twitter, Facebook) The hashtag #ShareaCoke was used on the following social media platforms: Facebook, Twitter, Tumblr, and Instagram. Using the #ShareaCoke hashtag, consumers shared their stories and photos for the chance to be featured on interactive Coke billboards across the country (Hitz, 2014). During the three-month campaign, there were more than 125,000 posts on social platforms and an increase of 96% of consumer reviews about the campaign both positive and negative. The campaign was most successful on Instagram. According to Simply Measured, Coke increased their engagement on Instagram from 20k followers to 180k followers and posts of pictures on Instagram increased from 20k to 100k along with video contact. The chart below demonstrates the increase of engagement for the Share-A-Coke campaign. One of the most successful individual video posts on Instagram,

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with scrolling names on a coke bottle, resulted in 19,894 engagements across all channels (Hitz, 2014).

On Twitter, there were more than 340,000 mentions of the #ShareaCoke campaign. The campaign engagement was measured from May 20 through September 16. With the help of Twitter, subscribed users could send a friend an actual Coke. By inputting his or her credit card information, an individual could tweet a $5 egift-card, redeemable at Regal Cinemas locations in the

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U.S. (Moye, 2014).

There was a spike in the campaign from July 13-July 29 due to a tweet from stand-up comedian Vice Ganda, host of a Philippine comedy variety show, referring to his viewers. “Ponies” is a term of endearment Ganda used for fans of the show. The “Share a Coke” campaign used the famous comedian to highlight and encourage fans to emote a relationship with Coke based on the on the Coke bottle.

The campaign was also very successful on Facebook. The campaign created engaging videos to gain more fans and keep existing fans waiting for the latest Coke videos during the campaign. The

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Facebook video that received the most likes, with over 50,000 likes and over 3,000 shares demonstrates a dog picking up a Coke bottle with the name Laura on it and skateboarding with the bottle to take the bottle to its owner. Coke was able to promote its content on Facebook because it was able to utilize the rule of social media: when pets such as cats and dogs are used in videos or posts, followers tend to watch videos more often because the puppy and product makes users want to watch and share content more.

YouTube-Owned MediaThe #ShareaCoke campaign transitioned from paid media to owned media. The campaign used storytelling to engage millennials. Coke used YouTube celebrity Cameron Dallas, who has 3 million subscribers on his YouTube channel. The 2-minute video shows Cameron, picking up his 4 friends and throwing one of them a Coke bottle with the name Chase. The boys gather with friends and create a slip and slide. All the boys slide down their homemade slide with floating devices and end up in the pool. The video shows all American young men having a good time during summer. At the end of the video, Cameron also receives a personalized Coke from one his

friends.

Direct Response & Event MarketingThe campaign listed on their website a 500-stop, cross-country “Share a Coke” tour with traveling kiosks for consumers to customize Coca-Cola mini cans for themselves and those near and dear to them (Hitz, 2014).

Among kiosks, the campaign also gave participants a chance to attend a

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series of summer concerts. Millennials were to share stories and #ShareaCoke and enter #SelfieSweeps using their My Coke Rewards app and Facebook for entry availability. A total of 500 selfies unlocked access to the year’s biggest musical events. Every day during the nine-week promotion, the first 10 fans to post a selfie on Instagram or Twitter won a month-long Spotify Premium membership (Moye, 2014).

Public RelationsCelebrities such as Taylor Swift, LeBron James, Beyoncé, and President Obama were used to promote the #ShareaCoke campaign (Brown, 2014). Celebrities’ love for Diet and regular Coke encouraged millennials to purchase a personalized Coke so they could be like one of these celebrities. “The campaign capitalized on the global trend of self-expression and sharing, but in an emotional way.” (McQuilken, 2014). Including celebrities in the Share-a-Coke campaign was creative because young teens and millennials appreciated the classic design but also were more intrigued by personalization that stirred curiosity and provided a “wow” factor.

Sales Promotion The campaign encouraged users to download the free Coca-Cola Freestyle mobile app were users could scan a QR code on the fountain dispenser’s touch screen and send a friend a coupon for a $1 off a 20-oz. Coke (Hitz, 2014). Not only could you send a coupon with a discount to a friend, but you could also send a coupon for a free Coke. #ShareaCoke created a website, www.shareacoke.com consumers could visit and see what names were on shelves and locations and consumers could also personalize Coke bottles and share virtually with a song using social media platforms discussed above (Tode, 2014). Spotify teamed up with the campaign in order for consumers to virtually send a Coke to a friend with a song using the service (Moye, 2014). My Coke Rewards were also advantage for consumers to have during #ShareaCoke campaign because “reward members” could register points, normally found under twist caps to be redeemed for gift cards, sweepstakes, travel, concerts support a good cause or donate to your school. The more points acquired, advantages of attending special concerts or be featured on a Coke billboard during the campaign.

Target MarketSocial media such as Facebook, Twitter, and Instagram, have made us less social in our daily lives. Instead of going out with friends and enjoying your time with family, people just use these sites changing the way we used to interact/connect with others in person. It would seem, the more friends we gather online the fewer we see in real life. For this reason, Coke needed to

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adapt to this changing environment and needed a campaign that would encourage people to connect with the brand both online and offline. According to the Marketing Magazine, “summer has always been a key sales period for Coca-Cola”. With the introduction of new products, new campaigns, brand extensions and the blurring of traditional categories, however, the soft drink market has never been so competitive in the industry. As many competitors of soft drinks, Coca-Cola wanted a big idea to combat this competitive market to increase consumption of Coca-Cola specially over the summer period, and to get people talking more about their brand name, Coke.

The campaign needed to make consumers see Coke in a way that would encourage them to actually consume the product, not just love the brand, but also to increase brand awareness. “It also needed to have mass appeal, while hitting the 24-year-old bull’s-eye target. Coke’s target audience is sometimes thought of as elusive or hard to reach, because a consumer either likes Coca-Cola or they don’t” (Share a Coke An Investigation of Social Media Marketing). The names on the cans and bottles are a great way to tie a person to a product – even someone who doesn’t care for Coke will be willing to share their can with their names on it. The #ShareaCoke campaign has generated tremendous social buzz and is truly a unique and fun way to engage Coke’s target audience.

Coca-Cola’s target market for share a coke campaign is mostly people that have busy life style and mobile generation. “People tend to buy a coke when they are busy, because of convenience and price” (Coca-Cola’s Journey). Coca-Cola does not have any preference in family size but they target upper lower and lower class in socio economic status. They also target mostly students and family oriented people who are fun loving and entertainment loving.

Demographics Coca-Cola is the best-known trademark in the world is sold in about one hundred and forty countries to 5.8 billion people in eighty different languages. Since Coca-Cola is the largest soft drink company in the world, their target market is globally. However, according to some data collected in Coca-Cola’s Journey, it shows that Latin countries are their main consumers. The 3 countries with greater consumption are, Mexico, Chile, and The United States.

PsychographicAll psychographics variables the social class, lifestyle, occupation, level of education, and personality Coca-Cola segments everyone.

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BehavioralCoca-Cola segments different occasions, which are celebrated in each country and the credit for making celebrations available for almost everyone largely goes to Coca-Cola Company.

Gender Patterns Coca-Cola’s target is not based in gender but according to Coca-Cola’s Journey, the results from a data collection shows that both genders like this product and use it with a ratio of 58% females and 42% males. Looking at quantitative and qualitative data when segmenting the findings into gender categories, it becomes an arguable point, that women are the most noticeable gender in actively participating in the campaign.

Age Patterns Coca-Cola takes every customer as target and potential which is thirsty including mostly from 18-25 that covers around 40% of total age segment, 26-35 at 23 %, 36-49 at 21.3 % and the 50+ at 15.7 %. However, the company has set certain limitations reducing the amount of advertising that targets children who are younger than 12 years old. Therefore, 18-25 age range is Coca-Cola’s main target because according to Coca-Cola’s Journey, it shows that the younger respondents are more inclined to notice, buy, and share a Coke.

Educational Patterns Having accounted for the tendencies determined by age and gender, share a coke campaign’s target market based on education are as follows; 37.5% primary schools, 31.4% among a Short-cycle higher education, 31.1% other’s combined. Therefore, share a coke’s campaign targets people that have basic education such as primary school.

Social Patterns The results of the quantitative data generate patterns of lower educated respondents to be more inclined to purchase a Coke due to the campaign, according to Coca-Cola’s Journey. In order to point towards a common denominator it can be supposed that these segments generally receive a lower income than their opposing segments. This can be supported by the assumption that personal income is partially determined by years of work experience and educational level. Consequently, it can be argued that the purchasing powers of these segments are weaker.

Creative BriefAt the heart of this campaign is connection. The Share a Coke campaign promotes connection in two main ways. First, it allows the brand to

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personally connect with consumers by speaking directly to them through their name; Coke replaced the branding on cans and bottles with two hundred and fifty of the country’s most popular names. They also included generic names such as “BFF,” “Soulmate,” and “Family.” Second, Coke encouraged connection amongst consumers by inviting them to “Share a Coke with (insert name).”

The names were not able to be printed in the traditional “Coca-Cola” Spencerian script due to trademark issues. Instead, a brand-new typeface inspired by the Coke logo was used. The font was named the “You” font, further enhancing the idea that the campaign is about the consumer, not Coca-Cola.

Although Coke added these names to their bottles and cans they kept the rest of the packaging design similar to Coke’s traditional packaging. Traditional elements include the red label, white text, and “dynamic ribbon.” This allowed for a successful balance of tradition and freshness.

Coke was consistent in featuring bottles with a variety of different names throughout all of their social media platforms, showing the consumer that their name or the name of a loved one could be out there. The excitement of finding the sought after name and the quest to find it added to the user experience.

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Consumers found emotionally powerful ways to connect with their loved ones; Coke chose several of these experiences to feature on their social media accounts. For example, Coke posted a photo on Instagram, Twitter, and Tumblr of a woman holding up two Coke cans with the names “Isaac” and “Emily.” The caption read, “Since @millsie0131 has to wait to #ShareaCoke with her boyfriend in the air force, we’re sending her a cooler to keep his can nice and cold. Just a couple weeks left to find Share a Coke bottles for you and your friends!” These kinds of “heart-tugging” occasions inspired consumers to generate user-generated content for the campaign.

Overall, the creative is successful in building a connection between the consumer and Coke, as well as strengthening the connection between the consumer and their loved one(s).

Success or Failure AnalysisWe think that this was a resounding success for the Coke Brand. We think that Coke was successful due to its ability to be personal, give a call to action, provide effective involvement opportunities, and deliver measurable, positive results. In these ways the campaign was a qualitative and quantitative success. They grew their company’s personality and position in the minds of their customer. They brought back, maintained, and created new customers in whose minds they will, at least for now, exist as an individual focused, high quality brand.

Coca-Cola has accomplished a truly personal campaign that engages with people on an individual level. The company was able to leverage the fact that people want to stay connected, in this ever increasingly disconnected world. The campaign was able to harness our desire to be recognized as individuals and to recognize others as individuals as well. After all is there any word in our vocabulary as beautiful to hear as the sound of our own name, chosen or given. This company’s use of the 250 most common millennial names was a great way to harness those people who are most likely to share and communicate as individuals. These individual are some of the most tech savvy humans to walk, or sit, the earth. After that they covered the huge set of other people who would not be able to find their name on that list by doing the 500 stop tour of America. A very memorable pair of number like 500 and 250 are the kind of things that stick in people’s minds. The person who made that choice knew something about how to help conversation to happen, and happen again. This campaign was deeply personal and was able to accomplish this with at least the appearance of authenticity.

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The call to action for the #ShareaCoke effort was very specific and effective. The tagline was a call to personally present a Coke to another person, do it over social media, and to do it in your own way. All three of these desired outcomes were presented through the simple, focused #ShareaCoke tagline. It was a call for effective involvement on the part of the consumer. By using the hashtag Coke targeted social movers. By requiring only the “sharing” of a Coke the socially connected individual is left to decide exactly how they want to accomplish the task. Coke gave the consumer the few things that were the most important to Coke and left the how open ended. The customer is given the leeway to be creative in the process. This was a ballsy move on the part of Coke. Sacrificing the final step on the altar of engagement worked out for Coke in this case. People actually did exactly what Coke wanted and such highly personal way that no one company could have accomplished. By leaving the final how-to to the customer Coke effectively outsourced the job of individually targeting each person who received a bottle of Coke. It was a highly dangerous move from a traditional marketing standpoint that, in this case, paid in highly effective customer engagement.

The proof of the “ShareaCoke” campaign’s success is in the measurable effects. In 2011 when this type of effort was first tried in Australia the results were plainly positive. Down Undah Coke garnered a 7% increase in Coke consumption due to the campaign. In 2014, due to the rise of bottled water and sports drinks, the soda industry was in decline in America. Due to the “Share a Coke” campaign Coke broke this trend. The effect of the campaign increased total sales by 2.5%. To turn go from negative to a positive trend qualitatively shows the value of this campaign to Coke’s bottom line.

Many ad campaigns are impersonal, transparent attempts to gain cash. The direction chosen here was one of personal engagement and custom experience. Leaving the customization to individuals was dangerous, but in allowed for the carefully crafted experience that only friends and family can offer each other. The qualitative increase in a time of decline on its own shows that the campaign was a clear success. The increase shows success in the immediate, but there is a qualitative effect that is harder to measure. Coke has been around for a long time. They intend to be here for a long time to come. The positive, lasting brand personality that coke has gained with its customers is much harder to measure. We must guess from our own reaction to this move by Coke to be personal, authentic, and daring to hope for organic results rather than manufactured ones. We feel that Coke has shown that it can be personal, authentic, and daring. We think that this is what the

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#ShareaCoke campaign has done for Coke. It is our pronounced opinion that we are looking at a successful ad campaign.

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