• Advertise
  • Subscribe
  • Magazine
  • About the magazine
  • Latest News
  • Interviews
  • Events
  • Features
  • Case Studies
  • New Products
  • Innovative Concepts
  • Blog
  • Sign Up
  • Log In
Menu
SIGN & POP
  • ADVERTISE
  • SUBSCRIBE
  • MAGAZINE
  • About the magazine
    • About
    • Advertise
    • Subscribe
  • Latest News
  • Interviews
  • Features
  • Case Studies
  • Events
  • New Products
  • Blog
  • Sign Up
  • Log Iin

‘Share A Coke’ Ad by COCA COLA Comes To India

  • Share on Facebook
  • Tweet
  • Share on LinkedIn
  • Send email
24-07-2018 06:07 AM National

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.

Post navigation

<< Previous Previous post: Oreo’s Unique OOH: Interactive Bus Shelters Dispense Cookies
Next >> Next post: Budweiser Starts a Music Quest In a Search-Oriented OOH Campaign

More Case Study

Metal / Tin makes a comeback as a viable and durable substrate for advertising display boards
3D Billboards: A Revolutionizing Trend
Kolkata Metro generates Rs.14.43 cr from branding, signage, advertising during April-21-Jan22
“Amazon’s ‘On Box Advertising’ Campaign” – by Lily Shanker**
How retailers can use digital signage to improve the in-location experience?
Bosch Goes Strong on its OOH Strategy During Pandemic
VIEW LATEST ISSUE
SUBSCRIBE

Advertise

Enhance your reach. Get the maximum footprints to your target clients!

Advertise

Archive



Follow on Facebook
Follow on Facebook Follow on Twitter Follow on Instagram Follow on linkedin


MEX Exhibitions Pvt. Ltd. is an international exhibition company with a strong presence of over four decades in the advertising industry, over 27 years in publishing & 20 years in exhibitions. The company has produced more than 100 market-leading trade exhibitions for various segments in addition to publishing various magazines & advertising trade directories of repute. Successful exhibitions are conducted all over India, Dubai, Singapore and Thailand.

  • Webinars 2020
  • Resources
  • Contact
  • New Products
  • Case Studies
  • Latest News
  • Events
  • Innovative Concepts
  • Magazine

    MEX Exhibitions Pvt. Ltd.

    Address: 9 LGF, Sant Nagar, East of Kailash
    New Delhi-110065, India

    Tel: + 91-11-46464848

    Email id: info@mexexhibits.com

    Website: www.mexexhibits.com

    Follow on Facebook Follow on Twitter Follow on Instagram Follow on linkedin
© 2023 SIGN & POP. All Rights Reserved.
Back to Top
×

To read full magazine,
Log in or Sign up

Mail This Article

Error: Contact form not found.