The success of Share a Coke campaign

I have friends that worked at Coke that gave me the heads up last year about the “Share A Coke” campaign. With my name being so common, I walked right out to a grocery store and found my name (Michelle) and my mother (Mary) very quickly.

I spent the rest of my summer looking, but never finding my father (Elisha) and sister (Yulonda), and nephew (Marquez).

I behaved like a typical consumer and complained to the company and little did I know that not only would they hear my cry, they found a way to quantify on the desire.

The summer 2015, Share a Coke campaign expanded the to not only include more diverse names in the pre-printed bottles, but it would let you customize your own glass bottle for $5.

I lost my mind. With free shipping on four or more bottles, to date I have spent over $100.

It was a Father’s Day and Mother’s Day gift. baby shower gift and wedding gift. Today, Coke released an article stating that over 500,000 personalized bottles had been shipped.

The success of the campaign has not gone unnoticed by its main competitor Pepsi. The response to the ad was to hide codes in the bottle tops of Pepsi products giving consumers a chance to win tickets to a concert or other great prizes. The tag for the campaign was “But at least you have your name on the bottle”.

Sarcasm aside, the ability to add to the company’s bottle line in such an unexpected way, was, excuse the pun, signature!

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3 Responses to The success of Share a Coke campaign

  1. Christopher Papazian says:

    I noticed this campaign tactic by Coke as well and was quite perplexed for the consumer value ad. 4 bottles for $100 is ridiculous but as many thousands of orders have gone through, it shows that customizing a bottle does work for a specific demographic. Why Pepsi haven’t done the same is a good question, making we wonder if the customization is not financially viable.

  2. Ruqqayat says:

    Michelle!

    Great post! As someone whose name is Ruqqayat, you can imagine, I also found the Coke campaign to be annoying because it was just another way for me to be excluded. But just as you mentioned, when I found out that you could customize a bottle with your name, I was ecstatic! Finally a solution to my life long dilemma. This was definitely an great strategic move on Cokes part and essentially it proved to be successful. I wonder if they foresaw the complaints that would roll in and already had this strategy in place or if this was a solution created to alleviate dissatisfaction amongst consumers?

    Excellent topic post!
    Rocky

  3. Hector says:

    Michelle,

    I completely understand your excitement regarding the ability to own a product from a iconic company such as Coke and have it personalized with your own name! This takes me back to 2011 when I went abroad for the summer and visited The Netherlands. While I was there I took a tour of the Heineken factory and during the tour you are given the option to create your own Heineken beer bottle and personalize it with your name. I created 4 of them for my family back home, and when they received the gift upon returning from my trip, they loved it and till this day they still brag about it to their friends.

    This was the shift in consumer demand to personalize items to your liking. Shortly after returning from my trip, I noticed that Nike started their website (nikeid.com) which allows you to custom design a pair of Nike’s on their site. Converse soon followed. This is a shift in consumer demand felt across multiple industries and I strongly feel that this is the new norm for how businesses offer product options to consumers.

    Lastly, from a business standpoint it makes sense to allow the consumer to customize a product that could cut cost on overhead and potentially reduce the amount a business losses by overstocking on an consumer good and only stock enough supply for the demand.

    Great post, Michelle!