Coca-Cola’s “Share a Coke” campaign brilliantly transformed a simple idea—printing popular names on Coke bottles—into a viral marketing phenomenon. By making the experience personal and shareable, Coca-Cola not only boosted sales but also reconnected with young adults, turning an ordinary product into a social experience.
Watch the video to know more about it and be able to answer the questions below:
VOCABULARY QUESTIONS:
- What does the phrase “fizzling out” mean? Ex. In early 2010, Coca-Cola’s sales were fizzling out particularly in Australia where young adults weren’t drinking Coke. Use it in a sentence.
- What does the idiom “cherry on top” mean? Ex. Every single word was reviewed and approved by Senior Management and the cherry on top, they had to design a brand new font specifically for this campaign. Use it in a sentence.
- What does “struck gold” mean? Ex. Among young adults, consumption of Coke jumped by 7%. It wasn’t long enough that Coca-Cola realized they had struck gold. Use it in a sentence.
DISCUSSION QUESTIONS:
- Do you think the success of the “Share a Coke” campaign was primarily due to personalization, or were other factors equally important? Why?
- Some critics argue that Coca-Cola’s campaign was clever but didn’t lead to long-term brand loyalty. Do you agree or disagree? Why?
- In your opinion, should more brands adopt similar personalized marketing strategies, or does this approach lose its impact when overused?
- How did the “Share a Coke” campaign change consumer behavior, and what lessons can other brands learn from it?
- What role did social media play in making the campaign go viral, and do you think it would have been as successful without it?