After decades declines in the U.S., sales of Coca-Cola Co's carbonated beverages rose by more than 2% this summer. Why? Customized bottles and cans. Specifically, the company put the 250 most popular names for teens and millennials on bottles which they encouraged people to buy for others with their "Share a Coke" campaign.
Additionally
the company deployed roving kiosks across the U.S. this summer which printed out more
than 1 million personalized cans with more than 100,000 names to choose
from. (Esterl, 2014)
The
idea for the campaign came from Australia and was developed by local execs and
Ogilvy advertising in 2011 as a way to re-engage younger consumers. The seasonal campaign has now spread to over
80 countries and is likely to be back again next year.
So
what do you think of this idea? Did you
buy a Coke with your name on it? Would
you if you had been given the chance?
Esterl,
M. (2014, September 26) 'Share a Coke'
Creates Pop in Sales. Wall Street Journal. pB5
