Share a Coke

BY:

What Was Wrong?•Sales were down for the last 10 years

•Consumption was down for 11 years

•“Healthy Phase” The younger generation wanted to be healthier therefore rejecting sugary drinks

How to Fix It? “Share a Coke Campaign“

Where It All Started

•Australia 2011

•Coca-Cola’s marketing director Lucie Austin

•Agencies were competing for best campaign

•Winner: Ogilvy & Mather (NYC)

Inspiration•Reach audience on a more personal level

•People to express themselves◦ Global marketing trend of self expression

•Trigger an emotional response

How was This Done?•Special font used for the can

•250 million cans with 250 names◦ Picked names most popular among millennials

•Colloquial language◦ Wingman, Bro, Bestie, etc…

•Limited time only ◦ Summer 2014

•Collectable item

Social Media #ShareaCoke

•Before Coke had a weak social media presence

•People were able to #ShareaCoke through Facebook, Instagram, Twitter, Pinterest, and Google+

•Great way to increase brand awareness

•Start a conversation with customers using interactive posts

•Followed traditional social media policies

•Increased social media spending from 3% to 20%

95m Likes 946K Followers 3.2M Followers 10.4K Followers 2M Followers

Was it Successful?

YES!!!MONEY! $$$$• Sales were at their highest in

10 years• +.4% that summer• +2.5% overall

• Consumption highest in 11 years

• +.4% in the first 12 weeks• Net revenue increased by

$9,419 million• Australian sales increased 7%• Increased advertising budget

by $1 billion for next three years

Impressed? Impressed• 18,300,000 media impressions• 76,000 virtual Coke cans shared• 378,000 cans were printed in Westfield malls

Media Coverage

Legacy Lives

Thank You and…