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!