Coca Cola – Share a Coke
Boredom is always enemy of teens during Summer time. Summer is also ideal time for Coca Cola to increase consumption among teenagers. Share A Coke campaign was born.
Challenge
Summer is another critical volume driver for Coke and having run just promotions for the last 2 years, we were at risk of losing relevance with the teens during this key period. Our challenge is to convert Coca-Cola’s high brand love into high consumption amongst teens with something exciting during summer that can inspire and excite them.
Strategy
We found out that teens suffer from the boredom due to the disconnection between what they expect their summer will be like and what it ends up being. As the holidays approach, they are excited about spending time with their friends. However, as the holidays go by they begin to get bored and isolated due to the lack of new experiences. Coca Cola provided teens with a unique and new experience to inspire them to connect with their friends and loved ones this summer.
Execution
Share A Coke Coke cans, with names on it, gave them a reason to get out of their slump and go out to share a Coke and share the fun with their friends.
Results
• Brand love: +11%: above the target (B3)
• P4W: +2%: above the target (B3)
• FB fan page: +428K fans
• Buzz SOV: 91% vs. Pepsi 9% (Highest buzz of all Coke Global Summer campaign) • 19% increase in sales volume over the same period the previous year
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