Coca-Cola: Share a Coke
Agency: Ogilvy
Advertiser: Coca-Cola
Author: Gerald Cyron
Total Campaign Expenditure:$5 – 10 million
Strategic communications challenge
Challenges:
- Increased competition:
A plethora of competitors provided alternative solutions that tapped into the heartland of 'Coca-Cola': being consumed when people come together, connect and share a good time.
- Fickle teens & young adults
Our key consumers admired the big, iconic summer campaigns of the past but unfortunately the strong brand health figures did not translate into frequent product sales.
- The gatekeeper
For Mum, 'Coca-Cola' is a treat for family occasions, movie nights, take-away dinners etc....