The Coca-Cola 'Share a Coke With a Mate' Campaign is Personalized Packaging
Regan Canie — October 4, 2011 — Marketing
References: coca-cola & brandchannel
The Coca-Cola 'Share a Coke With a Mate' campaign that recently launched in Australia is a fan-focused concept for the brand's loyal beverage buyers.
The soda specialists decided to choose 150 identifiable names popular in the down-under destination and put them on the front of their bottles in the format of their ubiquitous logo to create a viral campaign of connection. To accompany the branded bottles, Coca-Cola is encouraging their Facebook followers to create 30-second commercials of themselves by using photos from their online albums with the chance to win a monetary grand prize.
The Aussies may agree that there is no need to have your name up in lights when it can be printed on one of pop culture's biggest brands instead.
The soda specialists decided to choose 150 identifiable names popular in the down-under destination and put them on the front of their bottles in the format of their ubiquitous logo to create a viral campaign of connection. To accompany the branded bottles, Coca-Cola is encouraging their Facebook followers to create 30-second commercials of themselves by using photos from their online albums with the chance to win a monetary grand prize.
The Aussies may agree that there is no need to have your name up in lights when it can be printed on one of pop culture's biggest brands instead.
Trend Themes
1. Personalized Packaging - The trend of creating personalized packaging allows brands to connect with their customers on a more intimate level.
2. Fan-focused Campaigns - Fan-focused campaigns, like the Share a Coke With a Mate campaign, create a sense of connection and loyalty among customers.
3. User-generated Content - Encouraging users to create and share their own content, like the 30-second commercials in this campaign, can lead to increased brand engagement and virality.
Industry Implications
1. Beverage - The beverage industry can leverage personalized packaging to create unique and memorable experiences for customers.
2. Marketing/advertising - Fan-focused campaigns provide marketing and advertising professionals with an opportunity to engage with customers and build brand loyalty.
3. Social Media - User-generated content initiatives, such as the Facebook commercials in this campaign, can help drive social media engagement and reach for brands.
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