Coca-Cola Brought its 'Share a Coke' Campaign to Remote Native Areas
Christopher Magsambol — September 28, 2015 — Marketing
Coca-Cola recently released an updated video for its 'Share a Coke' campaign. Despite the hugely successful campaign, the names available on Coke cans and bottles reflected typical North American names.
This new addition to the campaign titled 'In the Name of Everyone,' had a Coca-Cola vending machine built and shipped to a rural and native town in Peru. The interactive vending machine resembled those set up in Europe and North America. Residents of this rural town were asked to say their name out loud, and a bottle of Coke with their name on it was printed.
The video shows a line-up of native Peruvians intrigued by the suddenly transplanted machine. To their delight, each received their very own personalized Coke. The 'In the Name of Everyone' campaign further displays Coca-Cola's commitment to expanding Coke's brand exposure on a far larger international scale.
This new addition to the campaign titled 'In the Name of Everyone,' had a Coca-Cola vending machine built and shipped to a rural and native town in Peru. The interactive vending machine resembled those set up in Europe and North America. Residents of this rural town were asked to say their name out loud, and a bottle of Coke with their name on it was printed.
The video shows a line-up of native Peruvians intrigued by the suddenly transplanted machine. To their delight, each received their very own personalized Coke. The 'In the Name of Everyone' campaign further displays Coca-Cola's commitment to expanding Coke's brand exposure on a far larger international scale.
Trend Themes
1. Personalized Marketing - Coca-Cola's 'In the Name of Everyone' campaign showcases the power of personalized marketing, creating a sense of exclusivity and connection with consumers.
2. Inclusive Branding - The 'Share a Coke' campaign demonstrates the growing importance of inclusive branding, catering to diverse cultural backgrounds and communities.
3. International Expansion - Coca-Cola's initiative to bring the 'Share a Coke' campaign to rural and native areas highlights the company's focus on global expansion and reaching untapped markets.
Industry Implications
1. Beverage - The beverage industry can leverage personalized marketing strategies and inclusive branding to enhance customer engagement and loyalty.
2. Advertising - The success of Coca-Cola's 'Share a Coke' campaign indicates the potential for advertising agencies to create inclusive and personalized campaigns that resonate with diverse audiences.
3. Manufacturing - The international expansion of the 'Share a Coke' campaign presents manufacturing companies with new market opportunities to produce personalized products for global consumers.
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