Julia Lam’s blog about Coca-Cola starting the Share a Coke campaign caught my attention because I actually learned something new. I wasn’t aware that Coca-Cola took such a smart step to recapture the public’s attention. At first, I thought it would just be a temporary marketing strategy for summer of 2014. I mean once the consumers have already experienced, what difference would it make to have the campaign back next summer. Every one must have gotten his personal coke bottle right?
However, when I delve into the research on this campaign, it in fact surprises me. Because the chance that the bottle you bought has your name on it is extremely low. The names on the bottles involve 33 languages, with over a thousand of names released each year. You might not find your personal bottle after you bought 5,10,15… Will customers just give up buying Coke because the process of getting a personal one is time-consuming? No. Consumers must have considered this campaign of getting a personal coke as a fun job. When they got one, they could enjoy the excitement of getting one personal bottle or drinking the coke!
Here, Coca-Cola has differentiated itself from other pop companies. These personalized coke bottles stand for a point of difference of the company.
picture: http://media.bizj.us/view/img/2902221/share-a-coke-its-coming*1200xx1440-811-0-0.jpg
http://www.actioncoach.com/siteFiles/photos/articles/Your_Unique_Point_of_Difference_1.jpg
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