Principles of persuasion given by Robert Cialdini & Aristotle, in the context of SHAREACOKE campaign of COCA-COLA. How the principles are related and set in the advertisement by the company to influence the consumer to buy a coke.

1. MODEL
OF
PERSUASION
PRESENTED BY:
AMAN AGARWAL

2. COCA-COLA
• FOUNDED BY DR. JOHN PEMBERTON IN 1886
• HAVING 500+ PRODUCT
• 3RD LARGEST BEVERAGE COMPANY.
• FROM 9GLASS/DAY TO 1.8BN BOTTLES/DAY
• ALWAYS KNOWN FOR ITS CUSTOMERS
ENGAGING CAMPAIGNS.
BRANDS OF COCA- COLA
SOURCE: https://en.wikipedia.org/wiki/Coca-Cola

3. CAMPAIGNS
OF
COCA- COLA

4. #SHAREACOKE

5. GIVEN BY: ROBERT CIALDINI GIVEN BY: ARISTOTLE
“CHARACTER MAY ALMOST BE CALLED THE MOST EFFECTIVE MEANS OF PERSUASION.”

6. RECIPROCITY
People are obliged to give back to others the form of a behaviour, gift, or service that they
have received first.

7. SOCIAL PROOF
PEOPLE WILL LOOK TO THE ACTION OF OTHERS

8. LIKING
WHOM DO WE LIKE? ONE WHO IS SIMILAR TO US
ONE WHO COOPERATE WITH US, ONE WHO COMPLIMENT US

9. ETHOS
TRUST THE PERSON MAKING ARGUMENT.

10. PATHOS
CONNECT TO VIEWERS BY LEAVING AN EMOTIONAL MESSAGE.

11. NEED OF THE CAMPAIGN?
• THE 50% OF TEENAGERS AND YOUNG ADULTS HAD NEVER TASTED COCA-COLA.
• SALES WAS DECREASING .
• THE BRAND WAS NOT CONNECTED WITH THE PEOPLE.
ABOUT SHAREACOKE
‘SHARE A COKE’ CAMPAIGN FIRST LAUNCHED IN AUSTRALIA IN
2011, REPLACING THE TRADITIONAL WRAPPING OF COCA-COLA
LOGO WITH THE 150 MOST COMMON NAME OF AUSTRALIA.
SOURCES: https://bit.ly/2LiiSLU

12. IMPACT OF THE CAMPAIGN
• 1000 PLUS POST ON FACEBOOK, TWITTER AND INSTAGRAM.
• AROUND 378,000 CUSTOM COKE CANS WERE PRINTED.
• 76,000 VIRTUAL COKE CAN WERE SHARED.
• YOUNG TO ADULT CONSUMPTION RATIO INC. BY 7%.
• CONTINUED IN OTHER COUNTRIES. (LIKE CHINA, US & INDIA)
SOURCE: https://bit.ly/3qKSWJ4

13. You all.
Cheers!!
THANK YOU
CHEERS!!!