Coca-Cola's "Share a Coke" campaign in Australia aimed to increase consumption and reconnect youth with the brand. The campaign personalized Coke bottles with popular names to encourage sharing and foster emotional connections between drinkers and their friends/family. By empowering customers to customize bottles on social media and give their Coke to someone meaningful, the campaign boosted sales and made Coke a symbol of friendship among Australian teenagers and young adults.

2. FLOW
INTRODUCTION
THE
PROMOTIONAL
MIX
ADVERTISING
DIRECT
MARKETING
SALES PROMOION
PUBLICITY/PUBLIC
RELATION
CONCLUSION

3. • Coca-Cola was invented in May 1886 by pharmacist Dr. John S. Pemberton in
Atlanta, Georgia.
The formula & brand was bought in 1889 by Asa Griggs Candler.
INTRODUCTION

4. BRANDS OF COCA COLA

5. CONDITION OF COCA-COLA IN AUSTRALIA :
• THE 50% OF TEENAGERS AND YOUNG ADULTS HAD NEVER TASTED
COCA-COLA
• A GLOBALLY RECOGNISED BRAND WAS NOT KNOWN TO MOST OF
THE YOUTH
• SALES WAS DECREASING
• THE BRAND WAS NOT CONNECTED WITH THE PEOPLE.

7. OBJECTIVES
• Increase consumption of Coca-Cola over the summer period.
• Get people talking about Coke again.
• consumers see Coke in a way that would encourage them to
actually consume the product, not just love the brand.
• Build Coca-Cola not as drink to kill thirsty but drink to connect
people.
• Create emotional bond between target audience and the
product.

8. STRATEGY
• By offering the customer the sense of ownership over the brand.
• Coca-Cola asked the people to “Share a Coke”
With some one they know ,
Want to know , &
With who are important in their lives.
By sharing a coke they leave a message about why they want to
share the coke.
The social media was the main communication tool to realize this
strategy

9. STRATEGY
 The aslo gave a chance to get their names printed on bottle.
The coke cola used FACEBOKK and TWITTER as social media.
 The involved the consumer in the product by using the customers
first names.

10. Mainly Targeted To
 Mainly targeted to TEENAGERS & YOUNG ADULTS .
 17 % of the population.
The 50% TEENAGERS who not even TASTED coca cola.
People who mostly uses social networking sites.
Life surrounded by friends and family.

11. The out comes from campaign