Hi everyone! I’m Zarah and I’m the other Accounts Coordinator this year. I hope you’ve all had great summers and are (at least somewhat) looking forward to being back at school. I spent the summer in Boston and over the past few months, I worked as a strategic planning intern at Full Contact Advertising and as a research assistant for the Strategy & Innovation Department at SMG. It was definitely a busy summer, but I wouldn’t have wanted it any other way!
A campaign that I found really cool this summer was Coca-Cola’s “Share a Coke” Campaign. I’m sure most of you have seen what Coca-Cola did: on the 20 oz. bottles, there’s a label that says “Share a Coke with [insert name here].” The names used were developed strategically – each name is on a list of the 250 most popular first names for American teens and millenials. I think that this was definitely a good move by Coca-Cola. Personalization and customization is something that is huge among millenials. Even though Coca-Cola has an incredibly long history, it managed to catch the attention of a young crowd in a very interesting way.
The campaign actually started in Australia in 2011 and has since been implemented in more than 50 countries. The whole point of the campaign can be summed up by this quote by Coca-Cola Executive Stuart Kronauge: “Summer is the perfect time to get together with others and share moments of happiness over an ice-cold Coke at barbecues, sporting events, family reunions, amusement park outings and other gatherings…Now, enjoying a coke with your name on it and sharing the occasion with someone else makes these moments even more special.”
Sharing happiness is what Coke is all about. From what I’ve noticed, they’re definitely achieving their goal. Everyone who sees the bottles has something to say about them. And, if you see your name on a bottle, it’s a whole different story. Earlier in the summer, I was with a friend at a frozen yogurt shop. She saw her name on the bottle a stranger was drinking from. Bravely, she went up to him and pointed at the bottle. “Excuse me, sir,” she said. “That’s my name.” Dumbfounded, the man stared at her. She started laughing, and he quickly joined in. I can only imagine how many other moments like this have happened across the country since the campaign began.
I’ve always been a fan of Coca-Cola’s advertising (I could talk about the “Small World Machines” campaign for hours), and this just makes me appreciate the brand even more. Now, if only they would put my name on a label…