6. CONDITION IN AUSTRALIA BEFORE THE CAMPAIGN :
• THE 50% OF TEENAGERS AND YOUNG ADULTS HAD NEVER TASTED
COCA-COLA
• A GLOBALLY RECOGNISED BRAND WAS NOT KNOWN TO MOST OF
THE YOUTH
• SALES WAS DECREASING
• THE BRAND WAS NOT CONNECTED WITH THE PEOPLE.
9. -Dynamic, modern lifestyle
-Easy to adapt new things
-Usually use social network
(mainly on Facebook)
Target Audience
Teen & young adults (13 – 24
yrs)
10. Strategy
• By offering the customer the sense of ownership over the brand.
• Coca-Cola asked the people to “Share a Coke”
With some one they know ,
Want to know , &
With who are important in their lives.
By sharing a coke they leave a message about why they want to
share the coke.
The social media was the main communication tool to realize this
strategy
11. CONTD..
The also gave a chance to get their names printed on bottle.
The coke cola used FACEBOOK and TWITTER as social media.
The involved the consumer in the product by using the customers
first names.