9. “Share a Coke” campaign
• Campaign name
– Give Coke for ultimate family fun
– Share a Coke, connecting friends
• Campaign objectives
– Become “talk-of-the town”
– Increase consumption
– Build Coca-Cola not as a drink to kill thirst, but a drink to connect people
=> create emotional bond between target audience and the product
10. “Share a Coke” campaign
• Target audience
- Teenagers, young adults
- 17% of the population
- Life: surrounded by friends and family
- Very dynamic and digital adept
- Strong desire to express themselves + Fear
of being left out
- 95% use internet, mostly to chat, surf social
network
11. Phase 1 Phase 2 Phase 3
Open happiness
Share a Coke with family
& friends to connect and
open happiness
Double happiness
Launch 50 new labels,
including personalize names
and characteristics
Spread happiness
Share a Coke with strangers,
showing appreciation
June 1 – July 2 July 3 – July 10 July 11 – August 11
Campaign rolled out
TVC
PR
Activation
Digital
9.June 26.June 10.August
11.July 11.August
12. TVC
Share a Coke, connecting friends
PR
Products Key message RTB Execution
TVC 1
14s
Give Coke for
ultimate family
fun
Family pronoun
names are printed
on Coke bottles
and cans for family
being together
On air on TV
channels, for
example HTV7,
HTV3, VTV1,
VTV3…
June 1
TVC 2
30s
Share a Coke,
connecting
friends
Personalized
names are printed
on Coke bottles
and cans for
everyone to share
and connect
June 6
TVC 3 15s
Launch 50 new
labels
Coca Cola has
added 50 new
labels, including 30
personalize names
and 20
characteristics
13. PR
Products Key message RTB Execution
June 1
Give Coke for
ultimate family
fun
Share a Coke,
connecting
friends
Update new hot
trend and
campaign activities
Published on
teen and young
adults online
news and
prestigious
news website
July 3
Update added 50
new labels and
campaign activities
Update news about
campaign activitiesJuly 11
14. Activation
Products Key message RTB Execution
June 9 Give Coke for
ultimate family
fun
Share a Coke,
connecting
friends
Update new hot
trend and
campaign activities
Give 130.000
Coke at 200
locations in
HCM & Hanoi
July 26
Organize to print
personalize names
and characteristic
of customers (who
have a receipt over
35.000 VND)
Campaign
activities
supermarket,
hypermarket,
cinema
15. Digital
Products Key message RTB Execution
June 1
Facebook,
App
Give Coke for
ultimate family
fun
Share a Coke,
connecting
friends
Update new
hot trend
and
campaign
activities
Update and share new hot trend
through Teen stars, hot vloggers,
fanpage,…
Sharing a photo which has printed
personalize name and characteristics
on Coke’s cans & bottles
August
3
Viral Clip
Share a Coke
with strangers,
showing
appreciation
Published on social media, You tube,
FB…
16. Evaluation
Attention grabbing
– Personalized name on global product packaging
– Touch and elevate current trend of selfie among teens
Brand fit
– Fit with Brand mission to inspire moments of optimism and happiness
– Connect people and enjoy benefits
Change
– Increase consumption
– Enhance Coca-Cola position as “top-of-mind” product in the segment
– Increase emotional bond between target audience with the product
Campaign-able
– Big idea with easy adaptation to different channels
– Allow the campaign to interact with audience at many touch points
17. Implication
1. Anti-fan wrote negative messages on Coca-Cola apps
2. Bad feeling for people when seeing their names in the trash bin
Coca-Cola became “talk of the town”
both offline and online during
summer 2014