Photo Source: http://thisisnotadvertising.wordpress.com/2012/02/21/share-a-coke-campaign-a-coca-cola-with-your-name-on-it/
Retrieved on September 26th, 2014
The creative “Share a Coke” campaign has been a major success for the soda company, Coca-Cola. The idea of sharing a coke and catching up with friends is a great marketing strategy that targets a broad range of people yet remains personal. The personalization of the product gives the consumer a sense of connection to the brand and tricks them into thinking that coke bottle was made with them in mind. Coca-Cola has turned soda into a trend. Where people would have ignored the soda fridge in the past, they now seek it out in search of their personalized pop. The campaign also aimed to turn coke into a “gift”. People would have never considered buying soda as a gift for a friend in the past since it is impersonal and boring; but now it’s personal and exciting making everyone want to find a can of coke for someone they know.
I have yet to find my name on a coke bottle and it is frustrating to have to purchase a bottle labeled “Eric” just to satisfy my cravings; however, these disappointments and frustrations have not been enough to overpower the “Share a Coke” campaign and affect my consumption of coke.
http://online.wsj.com/articles/share-a-coke-credited-with-a-pop-in-sales-1411661519