I am always amazed by how brilliantly Coca Cola markets its
brand and products. One of my favorite recent marketing campaigns is its “Share
a Coke and a Song” campaign. Everyone has seen the “Share a Coke” campaign with
numerous different names printed on the labels, which has been going on for a
couple years now. The company has now rolled out a similar campaign printing
lyrics of over 70 well-known songs on cans and bottles of Coca Cola. The idea
is that Coke will evoke a positive emotional response from consumers and that
response will become connected with the brand, which is one of the brand’s
overarching ideas that they have been pursuing for many years. This campaign is
successful because it does exactly that. Not only does it evoke a sense of
connection and inclusion among consumers, but it also adds an extra interest
factor in purchasing a product. Coke uses lyrics from songs that most people
know, so many customers are excited to purchase a product when they find a
label with a song they enjoy and connect with.
Commercial: https://www.youtube.com/watch?v=eLKD_S3DjGQ
Source: YouTube
Author: Coca Cola
Beth M.
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