By now everyone has seen Coca-Cola’s latest ad campaign or, like a lot of people I know, own their own personalized bottle. The success isn’t by accident, as Coca Cola is no stranger to producing the stuff of legend. Last year, with the help of the team at Leo Burnett and the World Wildlife Fund, Coke turned its traditionally red cans white to save the polar bears. The white cans then turned to green-roughly 2 million dollars of it, to be exact. Their latest attempt at advertising gold hits a bit closer to home, as they attempt to reverse the slide of soda consumption by asking customers to come back and drink more Coke…literally by name. The initial roll out has proven effective, but it’s how they’re doing it that’s truly something to behold? Let’s examine:
We are currently living in an era where physical fitness and exercise has become a staple of American culture. You could even go as far as to say health and nutrition are enjoying a bit of a renaissance, need proof?
2013 was somewhat of a milestone for H2O as it marked the first time in over a decade, in which Americans consumed more water (58 gallons per year), than the 44 gallons per year average of the popular sugar stacked beverage. Realizing the sharp decline in soda drinking, Coca-Cola along with Weiden and Kennedy (who handles Coca-Cola’s Coke and Diet coke product lines) enlisted the aid of what you will commonly refer to as the human element. The result? Personalized bottles for everyone…well almost everyone. If you aren’t lucky enough to have a fairly common name, you’ll have to settle for the “family” bottle.
But why is it so successful?
1) The “Name Game”
Coca-Cola is a smart company that knows who its existing and potential customers are, so what have they done? They’ve reached out to us…by name, which resonates on a stronger emotional level. Think about the way you feel when someone calls you by name. What happens? You feel good, you feel important and a sense of trust is created without you even noticing. Why? Because it connects with you on a level, in a way something like a simple “Hello” or “hey you” cannot. By doing so, Coca-Cola is speaking directly to us. The result? We’re eating it up (or drinking it up) to be more accurate.
2) It adds a bit of excitement to an otherwise trivial task of selecting something to drink.
This one’s pretty self-explanatory. If you haven’t already been to a store that features the new bottles, head to a local grocery or convenience store and try to resist the temptation of looking for your name at a display–It’s hard, trust me.
3) It encourages the lost art of sharing.
Long before the word sharing was relegated strictly to your Facebook newsfeed, people actually did physically share things and enjoy a personal connection when doing so. Coca-Cola has revitalized this idea and it’s working.
4) It’s making people want to buy Coca-Cola that normally wouldn’t
Last, but most important, the folks at Coca-Cola have done something that truly separates a good company from a great company: They’ve found a way to sell their product to those who normally wouldn’t buy it… and their doing so in droves.
So, while it’s still early on, early indications are the “Share a Coke” campaign is working and aside from the minor drawback of people constantly turning over display racks when searching for hard to find names, Coca-Cola’s appears to have hit another home-run and judging by the initial popularity I’ve seen, the momentum shows no signs of slowing.
So Cheer’s to you Coca-Cola, I may not be a soda drinker but you’ve definitely caught my attention.