27 Nov 2013 “Share a Coke” campaign comes to Africa
Marketing Director of Coca-Cola Southern Africa, Sharon Keith, tells us about the international ’Share a Coke’ campaign that has now come to Africa – for the first time – and why this campaign is different from other Coke campaigns…
The ‘Share a coke’ campaign rolled out on 1 November and according to Keith, “…so far so good. I’ve already seen a number of bottles and cans in the trade and I’ve seen a number of people rampaging in the coolers trying to find their names.”
The campaign originally started in Australia a few years ago and has since been rolling out around the world. “This is the first time that it has been running on the African continent so we’re very proud of that,” a chuffed Keith comments.
So what’s so special about this ‘Share a Coke’ campaign? Well for starters, it’s apparently the first time that a multinational brand like Coca-Cola has removed their name off the packs and replaced it with the names of their consumers. And as Keith explains, “The bottle is the promotion.”
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Marketing director of Coca-Cola Southern Africa, Sharon Keith, says “So far, so good…” for the promotion that has now come to Africa. “I’ve already seen a number of bottles and cans in the trade and I’ve seen a number of people rampaging in the coolers trying to find their names.”
The campaign originally started in Australia a few years ago and has since been rolling out around the world. “This is the first time that it has been running on the African continent so we’re very proud of that,” Keith comments.
So what’s so special about this ‘Share a Coke’ campaign? Well for starters, it’s apparently the first time that a multinational brand like Coca-Cola has removed their name off the packs and replaced it with the names of their consumers. And as Keith explains, “The bottle is the promotion.”
With a country overflowing with diversity, cultures and languages, Coca-Cola South Africa had a challenge ahead of them. “Our big thing was how do we get names that represent a broad spectrum of South Africans and have people feel included?”
So they worked with the Department of Home Affairs and Mixit and “…asked for a listing of the most popular to the least popular names in SA,” she explains. “…and I think the campaign is personal. There’s nothing more personal than your name and we want to build a relationship between our brand and our consumers through this campaign.”
Keith adds that this campaign is “… a fun way to engage with your friends or family by sending a virtual can or buying a can for a friend or family member. It’s a great way for them to interact with Coke.”
Names on the current batch, which include Neo, Sipho and Piet, represent 54% of the country’s population.
The campaign includes “activation tours” that allow people to personalise blank cans through specially designed computerised vending machines at shopping malls. More than 7 000 personalised cans were distributed at a recent tour.
People can also nominate names that will go on the next batch of cans, set to be distributed in January, on the Coca-Cola SA Facebook page or on the website www.shareacoke.co.za.