Evaluation of a Critical Image: #ShareaCoke Campaign
Source: csnews.com, November 2018
Launched in 2014, the image above represents the Share a Coke Campaign that entailed replacing its iconic brand name, “Coca cola” with 250 of the most common American name, particularly on the 20-minute ounce bottles. Undoubtedly, the message of the Share a Coke campaign image comes out clearly. Because people’s names replace the brand name, the message is as clear as day. It is not biased as both female and male names feature equally. Some of the names used for this campaign include Laura, Mark Sophie, Adam, Dean, Sean, Sis, Nan, Brian, Bort, Damian, Santa, and Rudolph among others. The message is not distorted in any way. The message was crafted with the goal of creating a personalized touch and experience with its customers. The message particularly targeted millennials who tend to be the most active population on social media as they are more likely to capture the moment and share their moment of happiness. The thrill of finding a drink with one’s name on it on the vending machine provides a sense of ownership for consumers making them likely to post a photo of the bottle on social media. Without a doubt, the image served its intended purpose as it brewed excitement, thrill, and curiosity among the target population. It was effective in creating a personalized relationship and inspiring moments of happiness with consumers. The image was effective as customers ended up sharing more than 500,000 photos across social media platforms with the hashtag #ShareaCoke. Additionally, statistics show that that year alone Coca Cola gained 25 new million followers on Facebook. Numbers do not lie; the image served its intended purpose. The image did not affect me much as my name was not among the 250 popular names used for this campaign. Secondly, I am not an avid soda drinker but if I were to purchase one I would get one with no specific name on it as my name is not common. I would also perhaps buy the drink for my friends with their names on it and surprise them.