Imagine the feeling when a well-known personality recognizes you by name in the middle of a crowd of people! Well, that is precisely what Coca-Cola is giving its consumers with the launch of its new Share A Coke campaign.
The campaign gives Coca-Cola consumers the opportunity to swap the iconic Coca-Cola logo with personal names of their friends, relatives and family. The company has printed over 200 of the most common names among Kenyan teenagers across its full brand Coke portfolio.
In the lead up to the launch of the new campaign, Coca-Cola teased key teen influencers mainly in the media and entertainment industry along other influential national and corporate leaders with branded cans of Coke bearing their names as a precursor to what will be a frenzied brand campaign.
At the media launch event, during which journalists, bloggers and social media big names were celebrated, each one was presented with a can of Coke bearing their names as they registered for the press conference, company officials said they were simply extending the festive spirit of sharing for the next four months.
“Share a Coke gives our consumers that special, personal experience and a unique opportunity to connect and share their personalized Coke with the people who matter most to them – in person, or virtually. Through this campaign, we will continue spreading the optimism and happiness that our brand stands for in homes, at social events, in schools, villages, bars and restaurants as we bring people together,” said Mr. Nick Mruttu Coca-Cola Kenya Country Manager.
The Share A Coke campaign, although targeted mainly at teenagers, gives all Coke consumers the opportunity to decide the people in their lives whom they wish to share their favorite drink with by getting the names of those people printed on the cans on-demand. The initial 200 most commonly used names in Kenya amongst teens such as Manu for Emmanuel, Chebi for Chebet or Oti for Otieno sets the trend for consumers to decide the rest.
Coca-Cola Kenya Marketing Manager Mona W. Karingi says the company will roll out experiential and social media marketing campaigns that will allow consumers to choose the names they want to see printed real-time experiantially or virtually through on-line platforms. Those with special occasions such as weddings; anniversaries can have all their entourage toast to a personalized Coca-Cola.
“Coca-Cola is a brand to be enjoyed by all in equal measure. We have therefore ensured that every Kenyan has a chance to decide whom they want to share a Coke with across the country,” said Ms Karingi.
The Coke products with the customized names are available in major retail outlets and in dukas or kiosks, hotels and restaurants all over the country. In addition, Ms Karingi said the campaign will incorporate popular sharing occasions such as Easter or Weekends where consumers typically have an opportunity to derive personal connections with the people they love.
The company will leverage social media platforms such as Facebook, Twitter or Instagram as well as other interactive advertising platforms for consumers to not only order for the customized names of their choice but also share messages, photos or videos of their #ShareACokeKe memorable moments.
Bill Gray, Coca-Cola’s Senior Franchise Marketing Manager for East Africa said the company listens keenly to the trends the consumer set in designing the campaigns. “Our consumers are the engines of social change that inform our marketing.”