Coca-Cola, or Coke, is a carbonated soft drink manufactured by the Coca-Cola Company. Originally marketed as a temperance drink and intended as a patent medicine, it was invented in the late 19th century by John Stith Pemberton in Atlanta, Georgia. This article focuses on a psychological technique which coke used in generating millions of sales. The strategy called 'Name-letter effect. This was a multi-national marketing campaign of Coca-Cola where it de-branded the traditional Coke logo, replacing "Coca-Cola" from one side of a bottle with the phrase "Share a Coke with" followed by a person's name.
TARGET GROUP
among teens and millennials as part of a “Share a Coke” summer campaign.”
OUTCOME
1.25 million more teens tried a Coke during the following summer and sales of participating Coca-Cola packages rose by a phenomenal 11% in the US.
EFFECT ON CONSUMERS
“Seeing my own name on a Coke bottle across the store gives me the feeling that someone put it there just for me. I love the feeling it gives me”.
- Sales
- Emotional connection to brand
- Earned media & social shares
- It was a major success for Coke, all by appealing to the fact that even if not everyone loves their own name, we naturally love something personalized.
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