Case
Coca-Cola
‘Share a Coke’ replaced the logo on bottles with first names, starting in Australia in 2011 and spreading to many countries.
- Industry
- Beverages (global)
Frameworks applied
This case is read through the frameworks below.
- Personalisation versus customisation: two five-stage processesWhen a marketing team designs one-to-one offers, should the firm personalise them from customer data or let customers customise the offer themselves?
- Four drivers of viral videoBefore producing a brand video, which elements should a marketing team build in so viewers want to share it rather than just watch and scroll on?
- Brand advocacy ladderWhat should a marketing team do to turn customers who are satisfied but silent into vocal advocates who recommend the brand?
Sources
References
Listed A–Z by author surname, Harvard style. A source with a DOI links to https://doi.org/…; one without links to its page or says plainly that it has no DOI.
- The Coca-Cola Company (n.d.) How a groundbreaking campaign got its start ‘Down Under’. The Coca-Cola Company: history.No DOIcoca-colacompany.comSource page