Coke explains why ‘Share a Coke’ has been so successful

Coca-Cola says the reason its ‘Share a Coke’ campaign has been so successful is because it is communicating effectively with its consumers.

Following the unexpected success of the campaign, the beverage giant extended the campaign through Christmas, with some holiday-inspired names printed on cans.

Lauren Thompson, Communications Manager Coca-cola South Pacific told Food Magazine the company is reveling in the success of the campaign.

“This is a fun and exciting campaign for Coca-Cola – experiential, fluid and dynamic in many ways,” she said.

“We’ve had an unprecedented consumer response… a response so inspiring it simply can’t be ignored.

“As such, we’ve launch the second phase — which wasn’t in the original plans, or to take the campaign past December.”

The list of Christmas-themed names that will appear on cans are Santa, Rudolph, Dasher, Dancer, Prancer, Comet, Cupid, Vixen, Donner and Blitzen.

But the bottles will not be neglected either, and Thompson said the decision to use Facebook as the platform for consumers to nominate and vote on the 50 additional names to be printed on bottles seemed the most obvious, considering the amount of bottles with people’s names on them flooding social networking sites.

“Consumers have been talking to us, and we have been listening,” she told Food Magazine.

“There has been a wave of positive engagement to the 150 names on packs [and] consumer interactions with all of our virtual and live mechanics.”

“62,208 virtual Cokes created of which 56,211 were shared. This generated 1,719,227 newsfeed impressions!”

Thompson said the response has not only been limited to online arenas, as people, particularly those with unusual names or spellings have been catered for with the Westfield kiosks springing up everywhere.

“126,000 consumers have had custom named cans created for them at our Westfield kiosks — this is 5 times our original estimations,” she explained.

The company has also experiences a 92 per cent increase in the number of posts on its Facebook page, with almost 29 000 posts about the campaign alone since the launch.

“The Share a Coke” campaign has been led by deepening relationships with consumers,” Thompson said.

“We’re pleased with the campaign’s results thus far, but the highest impact for us has been building brand love, learning from our social media executions and furthering our connections with consumers.”

“We’d love to put every name in Australia on our packs for this campaign, but by opening up phase 2 to consumer nomination and vote we think we’re found an exciting and engaging way for people to have a say in the names that are selected.

“We’re looking forward to seeing what Australia has to say.”

Coca-cola was not able to disclose who makes the labels for the bottles at this stage, but Food Magazine will bring you this information when it become available.


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