Target: This targets the Gen Z crowd and the Millennials, many of those who may have strayed away from drinking Coke or other soft drinks. It will attract the younger crowd because of how the wristband part of the label relates to festival wristbands. Along with promoting a 'leisure/enjoy' lifestyle, one that the Gen Z crowd is focused on adopting as we reject the 'rise and grind' culture, it refocuses on the message that Coca Cola is built on which is to drink in order to refresh and enjoy hot weather with a group of friends. However, now, soda is pushed aside as other healthy alternatives like La Croix gains popularity. With a refocus on an authentic message to relax and enjoy in the summer with a community of friends, I think that soda will become more of a treat to Gen Z instead of a vice.
Insights: Over the years Coke has been rolling out the "Share a Coke" label on their bottles featuring different first and last names on each bottle that would promote sharing with others. However, throughout 2019 they haven't seen much return from that campaign. To combat this, they decided to launch a new summer campaign. They talked to people in their target group and found that summer is becoming more of a sped up stressful time as people are wanting to attend more events. With their 'sweepstake' based campaign, they are offering fans to slow down and enjoy big moments of their summer with Coke. They are keeping relevant by partnering with the FIFA Women's Cup happening in France this summer.
Brand Idea: To replace the "Share a Coke" labels with labels featuring the word 'Enjoy' and a peel off wristband at the bottom of the label that have summer icons on it like hotdogs and popsicles. You will also be able to scan the wristband and be entered in a contest online with chances to win over 150,000 prizes. The prizes work closely with the US Women's Soccer Team and the SheBelives Cup organization. This will be the first time that Coke has ran a campaign like this and is highly unique in comparison to what other soda companies do with their labels. I think it will resonate well with the younger generation and will be inspiring for young women to see such a giant corporation partnering with a woman's soccer team.
Objective: To gain popularity again after the "Share a Coke" campaign and to get their consumers to experience the brand on a new level while enjoying moments of their summer.
Strengths: The company has experienced a 5% increase since rolling out this campaign. They have worked with FIFA for many years, so working work the Woman's FIFA team for their summer world cup is an exciting event to be involved in for the company. This campaign has high share-ability along with wear-ability. People will buy Coke bottles just to enter into the contests online and to wear the fun wristbands whether or not they actually drink the soda. The company is putting their strengths to good use even though Gen Z isn't drinking as much soda. It is also extremely creative to make a wristband out of a bottle label. This will generate a lot of conversation online through the soccer teams and those who win. Weaknesses: While a great contest idea, it may not gain enough weight to succeed over McDonald's classic Monopoly games. It also may only target a niche audience of those involved with soccer and FIFA. The launch only takes place on a small number of Coke bottles as well so finding the right place to sell these bottles will be essential.
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