Robin Hintjes

Coca Cola: the marketing strategy that made us hold a brand in our hearts

Coca Cola is world’s leading soft drink maker and operates in more than 200 countries around the world. It sells a variety of sparkling and still beverages. It all started in the US but today it has strong brand recognition across the globe. At this moment, approximately 94% of the world population is aware of the red & white logo of Coca Cola. They are essentially a seller of sparkly sugar water, and they have been doing this for over 125 years. The product isn’t that spectacular so how do they stay on top of the market for that long?

The answer is actually really simple. Coca Cola has invested enormous amounts in relationship marketing during its lifetime, even before the name “relationship marketing” existed. The company tries to connect their product to something that is dear to their customers, to touch their hearts and find a place for the brand at the core of who they are. With this strategy, Coca Cola depends on their costumers to grow the company via their love for the product. Coca Cola mustn’t be just a brand to them, its must be their friend.

We will now discuss two of the biggest campaigns Coca Cola that Coca Cola has done in Belgium based on emotional actions:

  1. Santa Claus & the Christmas trucks

If you were to ask someone to describe Coca-Cola’s Christmas ad, most would be able to do so in an instant. Red trucks speed through a little town covered in snow, lighting up the Christmas lights as they go. These ads might be around already for a couple of years, but interest in it shows little sign of diminishing as it brings out everyone’s nostalgic side. Coca Cola has connected these trucks and especially Santa Claus to their brand that they cannot go without anymore. These 2 symbols signal the start of the holiday season each year. It even goes that far that a lot of people believe that Coca Cola invented Santa Claus!

2. The “Share a Coke” campaign

In the summer of 2015 Coca Cola launched the “Share a Coke” campaign. This turned out to be one of the company’s biggest and best performing campaigns ever. Essentially, consumers had the chance to have a generic name, such as “David,” printed on Coca-Cola bottles and were encouraged to share those bottles with friends and family. Additionally, consumers could share their experiences and stories on Twitter with the hashtag #ShareaCoke. Those who shared their stories were entered to have their photos featured on the company’s website and across company billboards.

In the end, the campaign was based on the following 3 pillars:

  • Consumers Were Prompted to Participate and Create Online Media Content
Coca-Cola was able to generate massive amounts of social media content by specifically targeting consumers who use social media to share photos and stories. The company gave full creative control and brand ownership to these consumers, letting people believe to feel like they were not promoting the Coca-Cola Company online so much as they were starting their own social media conversations.
  • The Brand Connected With Consumers on a Personal Level

The consumer places high value on self-expression, individual storytelling and staying connected with friends. The “Share a Coke” campaign gives the ability to do all of these things while promoting the Coca-Cola brand.

While the 250 common names have been used, not everyone’s name is common, which could have decreased the personalization of the campaign. Knowing this, Coca-Cola created a cross-country “Share a Coke” tour that allowed fans to customize a Coca-Cola mini can for themselves and a second one for someone special. The company tour also provided alternative options with nicknames such as “bestie,” “star” or “BFF.” This added an additional personal touch for consumers.

  • The Words Used in the Campaign Are a powerful Call to Action

The main slogan in the campaign, “Share a Coke,” is a great call-to-action phrase. This slogan prompts consumers to buy a physical Coke to share and also share their Coca-Cola stories online. The slogan is catchy and easy to remember, making the call to action unforgettable. Further, it is reported that Coca-Cola purposefully used the “Share a Coke” phrase so it made the call to action more about giving a Coke to someone else rather than a consumer keeping it for himself.



Being one of the most recognisable brands on the planet, Coca Cola was here before many us were here and it will still be here after many us will have passed away. It consistently manages to associate itself with things that matter greatly to its customers so our love will forever be with them. We can only wait to see how Coca Cola will conquer our hearts even more in the future.

12 reacties

  1. David

    It’s OK motilium met alcohol This photo, taken Saturday from the Maurole district of East Nusa Tenggara province, shows Mount Rokatenda spewing a huge column of hot ash during an eruption. Indonesian rescuers battled Sunday to evacuate thousands from the island of Palue, with the volcano still spewing rocks and ash at dangerous levels.

  2. Ava

    A few months terbinafine (lamisil at) cream America is a much heavier user of securitisation, where corporate loans and mortgages are bundled up and sold to investors in the capital markets. Nearly half of long-term financing is via securitisation. In France and Germany, it is only 2 and 3 percent respectively.

  3. Lamar

    I’ll call back later fabogesic ibuprofeno 600 para que sirve The Porsche Boxster’s power advantage is almost meaningless however, because it’s far heavier than the 4C. The Porsche tips the scales at 1,320kg, while the 4C weighs a positively anorexic 985kg – a 425kg difference. Unsurprisingly then, the 4C leaves it for dead in a straight line. It’ll complete 0-62mph in 4.5 seconds to the Boxster S’ 5.1. The Boxster S will almost certainly claw back some of that deficit over longer sprints, and its top speed of 173mph is more impressive than the 4C’s 160mph terminal velocity, but if traffic light bragging right are your thing, there is only one winner.

  4. Fernando

    i’m fine good work bactroban crema se vende sin receta Shater was an independent affiliated with the National Forces Alliance (NFA), a party that is largely composed of members of the elite who did not leave Libya and so had to find some form of accommodation with the regime. We were speaking in his home office in Tripoli.

  5. Lioncool

    The United States tretinoina crema plm Pettitte came back for the ninth and got the first two outs on five pitches. Chris Carter then singled, bringing Girardi out of the dugout as most of the 37,199 booed the manager. “I left it up to him,” Girardi said. “He said, ‘I can finish it.’ I said, ‘Go ahead then.’ ”

  6. Derick

    Insufficient funds pioglitazone metformin price “Mas and Rajoy are aware, because they made it clear by holding that secret meeting, that they have to move forward. The interesting thing will be to see what they do next,” said Joaquin Molins, a political scientist at Barcelona Autonomous University.

  7. Monte

    I’m not sure aspercreme lidocaine cream Initially, authorities believed Navarro-Canales was a victim of the brutal slaying, but later named the troubled teen as the suspected murderer of his 40-year-old mother, Elvira Canales-Gomez, and little brother, Cesar.

  8. Alden

    I don’t like pubs casodex 50 mg precio en mxico The 51-year-old was charged with drunk driving after being pulled over for allegedly going 77 mph in a 55 mph zone on the Northern State Parkway on Sept. 12 and later blowing a 0.20 on a Breathalyzer.

  9. Chris

    Who do you work for? ditropan dosage for hyperhidrosis He told the guests: “At its best, football is a powerful force for good in society. It binds people from different backgrounds, communities, faiths and abilities – and gives them a common interest, a unifying identity.

  10. Vince

    i’m fine good work doxepin neurax “Government’s gone too far in the name of security,” said Representative Ted Poe, a Texas Republican. “Rein in government invasion, no more dragnet operations, get a specific warrant based on probable cause or stay out of our lives.”

  11. Damion

    How long are you planning to stay here? over the counter version of fluticasone propionate nasal spray Paul Karason, the man who turned blue after ingesting silver, has died at the age of 62. He became affectionately known as “Papa Smurf” and it is believed a condition called argyria is what turned him blue, but is not a cause of his death.

  12. Chadwick

    Could I borrow your phone, please? ashwagandha drug interactions birth control
    Afterwards, prosecutors allege Merhi worked with fellow indictees Hussein Hassan Oneissi and Assad Hassan Sabra to falsely attribute responsibility for the attack to a fictional fundamentalist group, ‘Victory and Jihad in Greater Syria.’

Geef een antwoord

Het e-mailadres wordt niet gepubliceerd. Vereiste velden zijn gemarkeerd met *

© 2021 E-portfolio

Thema gemaakt door Anders NorenBoven ↑