Coca cola marketing research
The Coca-Cola company was established back in 1886 and it is most famous of creating the soft drink Coca Cola. Based on a global brand study, Coca Cola was the world’s most valuable brand in 2011. Though, just like all those “old” and well developed brands, Coca Cola is facing aging problem, a disconnection with the younger generation and it seems like people are not picking up coca cola as a trendy drink and a sign of coolness anymore as there are so many other drinks available in the market nowaday.
In order to make the brand’s image younger, Coca Cola started a campaign back in
2011 called “Share a Coke”, internally known as “Project Connect”. It is a worldwide campaign that started with their Australia team and in 2014 the campaign has finally reached Hong Kong. There are two objectives for this campaign, to get the attention of the younger generation and to make them feel like Coca Cola is still a trendy and cool thing to be talking about and another communication objective for the campaign is really just to have everyone to talk about Coca Cola again, both in the real and virtual world.
As mentioned, Coca cola is trying to get collection with young people again and to make
Coca Cola the cool thing to be talking about among people, so the target audience of the campaign is young adults focusing on demographic of 18 – 25 years old, who is health consumers, affluent and really is the current and future major stakeholders for the brand. In order to bring people together to “Share a Coke”, Coca Cola swapped out
Coke’s classic label on bottles and cans with 200 of Hong Kong’s most popular nick names, like “女皇 (queen), “Gag 王 (joke maker)”, ”Buddy”, “粉絲(fans)”, “達人(expert)”,
“女神 (goddess)”, “男神 (god)” or common names like “Yan”, “Wah”, “Lee”, “Fung” and
“Ming” or phases like “miss you”, “love you”, “Oh Dear”, “Cheer up” and “I’m yours” etc.
This is one of the strategy that Coca Cola came out to bring together to talk about Coca
Cola again, a new concept that Coke
In order to make the brand’s image younger, Coca Cola started a campaign back in
2011 called “Share a Coke”, internally known as “Project Connect”. It is a worldwide campaign that started with their Australia team and in 2014 the campaign has finally reached Hong Kong. There are two objectives for this campaign, to get the attention of the younger generation and to make them feel like Coca Cola is still a trendy and cool thing to be talking about and another communication objective for the campaign is really just to have everyone to talk about Coca Cola again, both in the real and virtual world.
As mentioned, Coca cola is trying to get collection with young people again and to make
Coca Cola the cool thing to be talking about among people, so the target audience of the campaign is young adults focusing on demographic of 18 – 25 years old, who is health consumers, affluent and really is the current and future major stakeholders for the brand. In order to bring people together to “Share a Coke”, Coca Cola swapped out
Coke’s classic label on bottles and cans with 200 of Hong Kong’s most popular nick names, like “女皇 (queen), “Gag 王 (joke maker)”, ”Buddy”, “粉絲(fans)”, “達人(expert)”,
“女神 (goddess)”, “男神 (god)” or common names like “Yan”, “Wah”, “Lee”, “Fung” and
“Ming” or phases like “miss you”, “love you”, “Oh Dear”, “Cheer up” and “I’m yours” etc.
This is one of the strategy that Coca Cola came out to bring together to talk about Coca
Cola again, a new concept that Coke