LO1: Aims and Purposes of Advertising
This case study describes how Coca Cola encouraged teens to share a coke with their friends by showing them how exiting it was to get a coke bottle with their name on it. In the US 10 million teens had not had Coca Cola on the preceding year, so Coca Cola imported the globally successful share a coke campaign to increase its sales and make a personal connection with US teenagers. Two elements differentiated this campaign from others in the category. First packaging became incredibly important piece of owned media. Second the hashtag share a coke created a depth and breadth of content and ways for teens to get involved and use the functionality of social media to amplify the idea. The result was that 1.25 million more teens tried a coke during the following summer and sales of participating Coca Cola packages rose by a phenomenal 11% in the US. Share a coke in there US was more successful in driving sales than in any previous market that had run the campaign. The main purpose and goals ...