share a coke campaign 2011

1. 1886 to Present

2. FLOW
INTRODUCTION
CONDITIONS IN
AUSTRALIA
OBJECTIVE TARGET STRATEGY RESULTS CONCLUSION

3. • Coca-Cola was invented in May 1886 by pharmacist Dr. John S. Pemberton in
Atlanta, Georgia.
INTRODUCTION
John Pemberton
1831-1888

4. A firm believer of advertising
COCA-COLA
Coupon
Asa Griggs Candler
1851-1929

5. BRANDS OF COCA COLA
500+ Products

6. CONDITION IN AUSTRALIA BEFORE THE CAMPAIGN :
• 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. SHARE A COKE WITH

8. Increase
consumption
Coca-cola
Be Attracted!
Share together
Campaign Objective

9. -Dynamic, modern lifestyle
-Easy to adapt new things
-Usually use social network
(mainly on Facebook)
Target Audience
Teen & young adults (13 – 24
yrs)

10. 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

11. CONTD..
 The also gave a chance to get their names printed on bottle.
The coke cola used FACEBOOK and TWITTER as social media.
 The involved the consumer in the product by using the customers
first names.

13. #SHAREACOKE

14. CONCLUSION
CONNECT WITH THE CONSUMERS

15. Sir
CONCLUDED