Coca-Cola has increased its advertising budget by $1 billion over the next three years. This budget increase is a response to external threats such as concerns of obesity and artificial sweeteners, which are contributing to the company’s decrease in sales.
After a decade long decline in the number of Coke sales in the US, Coca-Cola launched its “Share A Coke” campaign. By replacing the famous Coca-Cola logo on its bottles and cans with different names of individuals the company hoped to re-engage consumers. The aim of the campaign was to get consumers to buy the personalized bottles for friends and family members, not just themselves. The campaign has already been a huge success as sales in the US alone have increased by more than 2%.
The demand for the personalized bottles has been overwhelming, and some individuals admit to spending months searching for a bottle with their name on it. Dean Crutchfield, an independent branding consultant states, “A Coke can or bottle is the most iconic design in the world and the fact you can impact that with your name has a huge curiosity and wow factor”.
The “Share A Coke” campaign demonstrates how impactful a company’s marketing technique can be on its sales. With one major marketing campaign Coca-Cola has been able to reverse its decreasing sales pattern.
Sources:
http://online.wsj.com/articles/share-a-coke-credited-with-a-pop-in-sales-1411661519
Media Sources:
http://www.iab-community.be/cases/share-a-coke-2/
http://www.brandsynario.com/news/cocacola-brings-global-share-a-coke-campaign-to-pakistan-in-ramadan