Although, Xplor Global is in the process of exploring the latest trend on product marketing. We thought you should know what is about to hit the product packaging side of personalization.
And we have chosen to use Coke as a case study. I understand Coke marketing budget is phenomenally larger than most. However, consider the concept and where you as a smaller organization can utilize the concept.
In a follow up post, Xplor Global gathers more stories on how personalization, or one to one marketing increases brand awareness and sales.
Coke needed a fresh approach to engage their audience. This is typical of every company once they have established relationship with their existing customers. Keeping in mind, that each interaction is a turning point to further draw consumers closer.
Confidentially speaking, people will do business with you if, you treat them as a friend not consumer. People want memorable moments, and joyous experiences. And this is how the story of “Share a Coke” unfolds.
In this article let’s look back at “Share a Coke” marketing campaign.
Share a coke
Coke took personalization seriously when they printed and wrapped each bottle of coke with a personal label of a person’s first name. The ‘Share a Coke’ campaign was a remarkable sensation for the company and end users. Coke went onto further launch a series of marketing campaign with more personalized features.
I encourage you to take a look at Coke website to see the add-ons to this product launch. Link will be below.
‘Share a Coke’ first campaign launched in Australia using first name personalization. It proved a huge hit for the company. They branched across to Europe, Asia, Africa with song lyrics, last names, travel destinations, and other memorable moments.
From famous cities to exotic beaches, the product was designed to remind people of the refreshment and great taste that only a Coke can bring on a hot summer day. Coke anticipates extending their outreach to concerts, events and family reunions. Consider the fascination of this new experience.
Consumers who purchased a bottle of coke with their name also bought a bottle for family and friends. Customers were able to order customized cases for corporate functions and parties, as well as personalized gift boxes online. The company created brand awareness for their online store, by drawing customer to the customized apparels, leading to multiply sales options.
People have a fascination seeing their names on products. Brands have the opportunity to launch their own systematic personalization campaign. Due to the fact it can be done in small batches with a minimal cost to set up. Personalization require multiple testing and refinements has to be made for optimal engagement.
The Power of Personalization
“Share A Coke was a global phenomenon it took personalisation to the next level.
Prior to launching the campaign, Coke researched 250 popular names between the age of 13-34. The brand personalized the bottles of coke with first names. After the first campaign proved a big hit, Coke went forward to add more freshness by adding last name.
How? Coke took a simple bottle or can wrapped it, boxed it ready for gift giving. They created a total consumers experience for their customers creating a new culture of personalizing.
This holiday season what can you do to enhance your customers experience?
What product or service do you have that can be personalized to suit your customers? Holiday seasons are the ideal time to tailor your packaging to consumers. It’s time you explore the sensation of memorable moments.
Coke banked on the novelty of the product to attract people, it worked extremely well. They paired the personalized bottle of Coke with video ads on social media and television. This simple personalization of packaging dramatically increased sales for the company. To the extend they launched the same “Share A Coke” campaign across 70 nations in 2017.
Personalization works for all industries all you need is an engaging story. People like to feel part of your personal experience.
It’s your turn to get creative. Get out of the box. Xplor Global helps people and companies get creative and make it happen for them. People want memorable moments, and joyous experiences.