Coca-cola “Share A Coke” has recovered, first activated in 2011, and launches the campaign in Spain under the title “Share a Coca-Cola with.” Nine years after its latest edition in our country, the brand of sodas seeks to re -generate connection with consumers through the personalization of their emblematic containers and a Large marketing strategy.
Within the framework of its global “Real Magic” platform, “Share a Coca-Cola with”, designed by the WPP group through Open X, invites users to celebrate the sharing magic. It does so both physical and digital with activations in activations in Modern food channels, convenience and onlineand with a multichannel plan that includes Actions in exterior advertising, point of sale, social networks, digital channels and television. “Coca-Cola in Spain has designed a powerful commercial plan with which to continue revalidating its leadership in the category”, Says the company in a statement.
530 million custom packaging
Following the essence of the campaign, which is based on the emblematic drinks of drinks in which the brand logo is replaced by names and appellants, it plans to introduce more than more than 530 million custom packaging with a total of 156 proper namesas well as different other affectionate expressions already pre -established.
The containers will be available in all soda varieties
These will be closely linked to generation codes, Since the company’s goal is to connect with a new generation of consumers to invite them, as expresses the brand, “Experience that “spark” that characterizes Coca-Cola”
The containers will be available both in 33 centiliters can and in a 50 -centiliter bottle, and In all varieties of Coca-Colawith the aim that consumers can participate in the campaign by choosing their favorite.
On this occasion, the campaign redoubles its efforts from personalizationin such a way that if the consumer does not find the container you are looking for, you will have the opportunity to create a single. The containers incorporate a QR code that leads to the customization platform of “Share a Coca-Cola with”.
They can also customize your can at the moment, directly at the point of sale and through street marketing activations. Coca-Cola will implement 27 labeling machines in different parts of the Spanish geography, including food establishments and the QSR category (Quick Service Restaurants).
“We believe that the best way to generate real connections is to share unique experiences. With ‘Share a Coca-Cola with’ we carry this purpose a step further, inviting consumers to be a direct part of the campaign”; Said Carolina Aransay, Marketing Director of Coca-Cola Iberia, in a statement.”We want to contribute to them who celebrate their own links and invite us to accompany them”
Connection with gene generation
In this sense, the company’s objective is be present in the connections of the new generations and align with their preferences. Alving to Kantar data, he explains that 72% of generation Z seeks authenticity and connection with real people in everything he does. And citing the National Association of Refreshing Beverage (ANFABRA), points out that 8 out of 10 occasions of consumption of refreshing drinks are carried out in company.
Thus, “Share a Coca-Cola with” will work to generate shared experiences both among people, and between consumers and the brand. Coca-Cola ensures that the initiative aligns with its effort to enhance soft drinks as a dynamic element, which favor social relations and allow consciously enjoying everyday life.
“It is time to bring a Coca-Cola with a new generation“said Carlos Martín, general director of Coca-Cola Iberia.”We have evolved to return with a larger campaign, closely linked to new consumers and their way of enjoying our products. And we do it by activating all the commercial and marketing machinery to continue promoting the category from our leadership position”
Also ensures that this will be a reference in the local implementation of Coca-Cola global campaigns.
As a sample of the connection it seeks to generate, the campaign has been presented on Thursday, April 24 in a event in Madrid which has been attended by singer Daniel Blasco, who will also be part of the Coca-Cola Music Experience festival poster next September.
