Sharing is caring when it comes to the collaboration between WestJet and Coca-Cola! On September 18, 2014, the #ShareaCokeCanada campaign partnered with WestJet airlines on a flight from Calgary to Halifax. As outlined by Marketing Magazine, the promotion allowed passengers to create personalized Coke cans they could share with friends and family they would be meeting at their destination. To their utmost delight and surprise, guests also won promotional upgrades and free flights followed by the experience of a personalized wave-off from the crew. Additionally, cans of Coke were placed on the seats for each traveler to enjoy for the duration of their flight.
Image: Share a Coke with WestJet
This marketing initiative of being able to create and share “moments of happiness” with loved ones is an exceedingly clever approach that I believe gives a new meaning to the word “partnership.” Coke has certainly claimed their rightful place in the market of soft drinks as not only establishing themselves as a great beverage but also as a brand that is responsible for creating moments to share. By conducting market research and identifying discretionary wants of the public, the ingenuity between WestJet and Coke allows for the companies to reach a consumer market that hadn’t yet been established. With a collaboration such as this one, both businesses gain in their authenticity, loyalty and overall appeal to their target market.
