Over the years relationships evolve. A father may take over the mantle of a best friend, a sister could turn mentor, and a romantic interest could become a best friend. Recently, to celebrate the refreshing take on relationships, Coca Cola started ‘Share A Coke’ campaign in India.
The ‘Share A Coke’ campaign was first launched in Australia in 2011, as an exciting new concept of identifying ways in which consumers could share their favorite beverage with friends and family.
In keeping with the campaign’s principal idea ‘Har Rishta Bola, Mere Naam Ki Coca-Cola,’ Coke cans and bottles are now available with 20 special relationships printed on them, including Bae, Bro, Dude, BFF, Dad, Mom, Daughter, etc. Each of these relationships comes with a descriptor. ‘Bro— Troublemaker. Merrymaker,’ ‘Grandad—Old School. Yet Cool,’ ‘Grandma—Scolds me. Spoils Me.’
These relationships are special and the idea of the campaign is to celebrate their uniqueness in an innovative way. Keeping that in mind, Coca Cola decided to bring the campaign this summer in India. Without simply replicating the original idea, they decided to co-create the campaign with Indian consumers.
Ajay Bathija, Director-Cola, Coca-Cola India, says, “We decided to conduct a survey among our target audience of 18–29 year olds to identify what the campaign should be all about. In the first stage, we shared five concepts with them—name, designations, relationships, film dialogues, film names—and asked them to pick
what resonated with them the most. Most participants chose relationships. Given how relationships are ingrained in the very fabric of Indian society, it wasn’t a big surprise for us.”
The participants were also asked to list their top 20 relationships and the most popular ones made their way to the bottles. This survey not only helped Coca Cola understand the significant relationships in the generation of today however also gave insights on the reflection of the changed nuances of relationships today through descriptions.