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Diving Briefs:
- COCA-COLA has restarted the symbolic “COKE A COKE” campaign that focuses on shared, customization and digital experience as a way to participate in Gen Z consumers according to the details shared with marketing diving.
- Along with personalized coke bottles and cans, this effort includes QR code drive digital hub, providing memory maker digital experiences that help additional personalization, consumers create, share, and share personalized experience.
- This campaign, produced by WPP Open X, will be supported by new video creatives in traditional TV, online video platforms and social media and telecommunications.
Dive Insights:
COKS is focusing on Gen Z, a comfortable group that is comfortable online, refreshing one of the most famous and most successful campaigns. “Share a Coke” originally started in Australia and the United States in 2014 and was most recent in 2018. Marketing efforts have become famous for their focus on soda bottles printed on packaging, which is a strategy that contributed to personalization.
https://www.youtube.com/watch?v=0ab-f7y3ixc
The theme of the latest version of the campaign is captured in the new video creative, and three young consumers have a mental state represented by a digital icon in a kind of augmented reality. Their interests disappear when they meet each other and send each other to share each other. The 45 -second point is set up as the “Sweet Pisposition” of The Temper Trap, a song with a lyrics (“A MOMENT, A LOVE, A Dream, Aloud, A Cry”), and talks about the emotional connections that the brand wants to give up as a “real magic” platform.
In addition to video content, the latest “Share a Coke” is supported by digital and physical experiences. Consumers who can’t find a product with the desired name can scan the QR code to personalize cans and bottles through digital hubs. Meanwhile, a separate digital experience, which began on March 31, is recommended for consumers to create and share memories to provide opportunities for consumers to support the integration of the creators and to overcome Hawaii.
Eldessouky, the creative vice president of Coca-Cola, said, “The symbolic ‘shared cola’ returns and charges worldwide to celebrate pure magic around the world. Help. “
In addition to digital revitalization, this campaign includes direct tours, sports events, and music festivals in major markets nationwide, providing consumers to personalize can and stickers. Personalized coke bottles and cans can be used nationwide in local convenient shops and supermarkets on March 31 and have personalized glass bottles that can be purchased through Cokestore.com.
The campaign was developed by the WPP Open X led by VML and is supported by Ogilvy PR, ESSENCEDIACOM and Subvrsive. This month, the Coca -Cola company moved the North American media and data business from the WPP to the Publicis Group through the closed door review while the WPP maintained another part of the business.
In February, Coke’s parents announced that organic income increased 14% in the fourth quarter and 12% per year. James Quincey, CEO of James Quincy, said that over the past three years, retail sales of trademark brands have increased by about $ 40 billion, and they have been “real results” due to marketing innovation.
