Share a Coke campaign success thanks to supply chain flexibility

A representative of Coca-Cola Amatil will attend the upcoming Smart Conference and Expo to shed light on why the Australian-born Share a Coke campaign was such an enormous success for the brand.

The hugely successful campaign which saw people's names or year of birth printed on Coke bottles and cans was such a sales and marketing triumph it has since been replicated in around 20 markets across the world including in Brazil and China.

CCA's director of supply chain, Bruce Herbert, will be attending the upcoming Smart Conference and Expo in Sydney, telling attendees how he convinced executive leaders to abandon conventional supply chain teachings, cast aside asset optimisation, big run printing and truckload deliveries to enable customers to purchase a personalised beverage.

Herbert says that despite the campaign having a massive production and logistics footprint he always knew it would be a success.

"We had faith in our suppliers and our own business and took it on as a challenge. Our suppliers in particular modified their own processes to meet our demands and the whole campaign drove innovation that is now being copied by global markets," he said.

"The campaign demonstrated that the supply chain can contribute positively to the profits of a company, acting as profit driver rather than a cost centre."

Herbert will be joined at Smart 2013 by Angela Tatlis, chair of the National Association of Women in Operations (NAWO), for a presentation titled ‘Death to the Big Batch Paradigm’ that will share what CCA was thinking with the Share a Coke campaign, what the campaign entailed and why it was a success.

Tatlis will discuss how diversity of thinking drove the CCA campaign.


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