Aiiim - AM09 Case study: Communication Review - "Share a Coke" 2014 Team member: Oanh, Phương, Thảo.

1. Share a
with…

2. 1. Non-alcohol drinks market review
2. “Share a Coke” campaign review
– Coca Cola
– Campaign name
– Campaign objectives
– Target audience
– Campaign message
– Campaign implementation
3. Evaluation and implication
Content

3. 59
69
76
83
91
100
109
120
21.7%
16.3%
10.2% 10.5%
9.3% 9.2%
9.6% 9.9%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
0
20
40
60
80
100
120
140
2011 2012 2013e 2014f 2015f 2016f 2017f 2018f
Thousand billions
VND
Sales and growth rate source: BMI Q2, 2014
Market grows, but growth rates decrease
Non-alcohol drink market review

4. 19.3%
14.2%
Market structure
source: Euromonitor, VietinbankSc report, 2014
Carbonated drinks
Drinking water
Juice
Bottled tea, coffe
Energy drink
2013
2017f
Market share is losing to healthier drinks
Non-alcohol drink market review

5. 60%
14%
26%
Distribution structure
source: Euromonitor, VPBS 2014
On trade
- 560,000 coffee shops, bars,
restaurants
- 12,500 hotels
Modern Off trade
- 424 supermarkets
- 23 hypermarkets
- 365 convenient stores
Traditional Off trade
- 778.959 markets and
private retail shops
Non-alcohol drink market review

6. CAMPAIGN REVIEW
“SHARE A COKE”

8. The brand

9. “Share a Coke” campaign
• Campaign name
– Give Coke for ultimate family fun
– Share a Coke, connecting friends
• Campaign objectives
– Become “talk-of-the town”
– Increase consumption
– Build Coca-Cola not as a drink to kill thirst, but a drink to connect people
=> create emotional bond between target audience and the product

10. “Share a Coke” campaign
• Target audience
- Teenagers, young adults
- 17% of the population
- Life: surrounded by friends and family
- Very dynamic and digital adept
- Strong desire to express themselves + Fear
of being left out
- 95% use internet, mostly to chat, surf social
network

11. Phase 1 Phase 2 Phase 3
Open happiness
Share a Coke with family
& friends to connect and
open happiness
Double happiness
Launch 50 new labels,
including personalize names
and characteristics
Spread happiness
Share a Coke with strangers,
showing appreciation
June 1 – July 2 July 3 – July 10 July 11 – August 11
Campaign rolled out
TVC
PR
Activation
Digital
9.June 26.June 10.August
11.July 11.August

12. TVC
Share a Coke, connecting friends
PR
Products Key message RTB Execution
TVC 1
14s
Give Coke for
ultimate family
fun
Family pronoun
names are printed
on Coke bottles
and cans for family
being together
On air on TV
channels, for
example HTV7,
HTV3, VTV1,
VTV3…
June 1
TVC 2
30s
Share a Coke,
connecting
friends
Personalized
names are printed
on Coke bottles
and cans for
everyone to share
and connect
June 6
TVC 3 15s
Launch 50 new
labels
Coca Cola has
added 50 new
labels, including 30
personalize names
and 20
characteristics

13. PR
Products Key message RTB Execution
June 1
Give Coke for
ultimate family
fun
Share a Coke,
connecting
friends
Update new hot
trend and
campaign activities
Published on
teen and young
adults online
news and
prestigious
news website
July 3
Update added 50
new labels and
campaign activities
Update news about
campaign activitiesJuly 11

14. Activation
Products Key message RTB Execution
June 9 Give Coke for
ultimate family
fun
Share a Coke,
connecting
friends
Update new hot
trend and
campaign activities
Give 130.000
Coke at 200
locations in
HCM & Hanoi
July 26
Organize to print
personalize names
and characteristic
of customers (who
have a receipt over
35.000 VND)
Campaign
activities
supermarket,
hypermarket,
cinema

15. Digital
Products Key message RTB Execution
June 1
Facebook,
App
Give Coke for
ultimate family
fun
Share a Coke,
connecting
friends
Update new
hot trend
and
campaign
activities
Update and share new hot trend
through Teen stars, hot vloggers,
fanpage,…
Sharing a photo which has printed
personalize name and characteristics
on Coke’s cans & bottles
August
3
Viral Clip
Share a Coke
with strangers,
showing
appreciation
Published on social media, You tube,
FB…

16. Evaluation
Attention grabbing
– Personalized name on global product packaging
– Touch and elevate current trend of selfie among teens
Brand fit
– Fit with Brand mission to inspire moments of optimism and happiness
– Connect people and enjoy benefits
Change
– Increase consumption
– Enhance Coca-Cola position as “top-of-mind” product in the segment
– Increase emotional bond between target audience with the product
Campaign-able
– Big idea with easy adaptation to different channels
– Allow the campaign to interact with audience at many touch points

17. Implication
1. Anti-fan wrote negative messages on Coca-Cola apps
2. Bad feeling for people when seeing their names in the trash bin
Coca-Cola became “talk of the town”
both offline and online during
summer 2014