New Coke promotion was launched on Facebook on October 1st – Coca Cola invites their Aussie fans “Share with a Mate”. $5 million have been invested in this campaign as the weather conditions are heating up this Summer down under.
Some of most popular male and female names in Australia have been released in stores, both on cans and bottles, over the pass two weeks, like Jess, Sam, Kevin, Edward, Matt and Kate. In Oz idiom, Coke cans sport messages like “Share a coke with your mate” or “bro, sis, champ, boss.” Ethnic names like Fadi, Aarav and Giulia will join Matt, Kelly and Nicole. They say that these names are chosen to represent Australian nation.
“We really don’t know where this is going to go to. It’s our biggest ever, and I think our most exciting. It is all about connecting people, mainly in the real world, but also digitally as well,” said Coca-Cola South Pacific marketing director Lucie Austin to The Australian. People whose names are not in the top 150 will still be able to get a personalised Coke at kiosks in shopping malls.
“It’s our biggest ever, and I think our most exciting. It is all about connecting people, mainly in the real world, but also digitally as well.”
One of the amazing facts about this campaign is that Coke hasn’t actually change its packaging in 125 years! They hope that 268 million bottles (that are planned to be released) will sell during the next three months. They placed a bet on a viral hit for “Share a Coke” via social media. Facebook users can create their own Coke commercials with pictures from their facebook albums, share a virtual Coke and get a chance to win $50,000 to share with their friends. A nice way to promote this campaign is blanking TV screens for 30 seconds and inviting people to create and share their original Coke commercials on YouTube and Facebook. Spiffy, as our fellow Aussies would say.
Well, dig a hole and bury me, it just doesn’t get better than this!