- Coca-Cola has relaunched its iconic “Share a Coke” campaign with a deal with shareability, customization and digital experiences as a way to engage Gen Z consumers, per details shared with Marketing Dive.
- Along with personalized Coke bottles and cans, the trouble includes a QR code-powered digital hub that enables for further personalization, a Memory Maker digital experience that might help consumers create and share videos and a Personalization Experience Tour.
- Created by WPP Open X, the campaign shall be supported by recent video creative across traditional TV, online video platforms and social media, in addition to out-of-home promoting.
Coke is refreshing one in every of its best-known and most-successful campaigns with a deal with Gen Z, a group that’s comfortable making connections online but in addition craves authentic experiences that outlast fleeting digital moments. “Share A Coke” originally launched in Australia in 2011 and the U.S. in 2014 and was most recently iterated on in 2018. The marketing effort has develop into well-known for its deal with soda bottles with names printed on the packaging, a strategy that has contributed to a sense of personalization.
The theme of the newest version of the campaign is captured in recent video creative by which three young consumers have their mental state represented by digital icons in a form of augmented reality. Their respective concerns fall away after they message one another to meet IRL to share a Coke. The 45-second spot is about to The Temper Trap’s “Sweet Disposition,” a song with lyrics (“a moment, a love, a dream, aloud, a kiss, a cry”) that talk to the emotional connections the brand seeks to forge with its overarching “Real Magic” platform.
Beyond video content, the newest “Share a Coke” is supported by experiences that bridge the digital and physical. Consumers who can’t find products with the names they’re on the lookout for can scan a QR code to personalize cans and bottles via a digital hub. Meanwhile, a separate digital experience launching March 31 encourages consumers to create and share memories for a probability to win a trip to Hawaii, with support from creator integrations.
“The iconic ‘Share a Coke’ is back and supercharged at a global level, celebrating the pure magic that happens when people connect. It’s not nearly likes and shares — we’re talking real-world moments, amplified,” said Islam ElDessouky, global vp of creative at Coca-Cola, in a statement. “We’re bringing recent channels and experiences to this campaign to help people uplift friendships through real-life on a regular basis moments.”
In addition to digital activations, the campaign includes an in-person tour of school campuses, sporting events and music festivals in key markets across the country that may give consumers a probability to personalize cans and stickers. Personalized Coke bottles and cans shall be available nationwide at local convenient stores and supermarkets on March 31, with personalized glass bottles available for purchase via CokeStore.com.
The campaign was developed by WPP Open X, led by VML and supported by Ogilvy PR, EssenceMediacom and Subvrsive. The Coca-Cola Company this month moved its media and data business in North America from WPP to Publicis Groupe following a closed door review, with WPP retaining other parts of the business.
Coke’s parent in February announced that organic revenues grew 14% in Q4 2024 and 12% for the total yr. The company is seeing “tangible results” from its marketing transformation, with the trademark brand’s retail sales increasing roughly $40 billion over the past three years, said CEO James Quincey on an earnings call.
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