Why consumers love ‘Share a Coke’

Again, Coca-Cola has scored bull’s eye with the Share a Coke (SAC) campaign. No, scratch that! Coca-Cola has shown why it continues to reign supreme as the number one beverage company in the world. The Share a Coke campaign which was launched this year in Nigeria has captured the interests of consumers across different segments of the market. Consumers have reacted with “childlike” excited to see their names replace the iconic Coca-Cola logo.

Now tell me, who wouldn’t be? Trust me, this has further endeared Coca-Cola to consumers in Nigeria who are extremely excited about Share a Coke because it transforms the iconic Coca-Cola brand into a special, personal experience for them.

It must be frustrating for the marketing teams in competing businesses. How do you come up with a groundbreaking campaign that can measure this one? This is a conundrum they didn’t bargain for. As we say in the local parlance, what kind of wahala is this?

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Interestingly, some of them are beginning to feel the heat from consumers who have taken to social media to implore Coca-Cola to Share a Coke with these competitors.

Coke is surely getting a lot of brand love and many brands will do anything to start a campaign like Share a Coke. One only hopes that out of desperation, they (other brands) don’t resort to copying the campaign. That will be dubious, tantamount to stealing, flagrant disregard for business ethics and an affront on the sensibilities of consumers. But really, would any brand want to replicate Share a Coke?

“The question for anyone who wants to replicate the idea will be how to borrow without appearing to steal,” says Samson Adeoye, advertising creative director and blogger. “It will be extremely challenging to pretend that you’re not ripping off a campaign that’s become extremely popular in five continents. In Nigeria, I think consumers will be repulsed. If it’s so obvious that you’re stealing Coke’s idea, they’ll call you out on Twitter and Facebook. Unless you wait for say, six, seven years. And your modified version may be accepted for evoking nostalgia or paying tribute to the genius of Coke. It may be easier if you don’t play in the same market as Coke.”

Truth is, the consumer is more discerning, and not a moron! They know when you are trying to hoodwink them. Share a Coke resonated with them because Coca-Cola didn’t take them for granted and the resultant emotional connection has continued to occupy the front burner of discourse.

According to Kester Osahenye, retail channel strategy manager in a telecommunications company, the Share a Coke campaign has strong mass customization and personalization. “No demographic was alienated. It appealed to everyone because they were engaged by the Coke brand to search for their names and everyone became a target market. The brand affinity for Coke soared,” he says.

No one is in doubt that Share a Coke is all about the consumers and, not surprisingly, they have made it their own – and inevitably, contributing to quantum top-of-the-mind awareness for the Coke brand.

For a ubiquitous brand that is entrenched in the daily lives of consumers, the Share a Coke campaign takes Coca-Cola on a different trajectory in the consumer landscape. Over the years the company has developed a penchant for innovative marketing campaigns, but Share a Coke is arguably one of the most captivating campaigns in recent memory.

For any competitor out there struggling with the temptation to clone the Share a Coke campaign, please forget it. A copycat version will taste sour. This concept is too Coca-Cola to be anything else.

Achiojano Dean