'Share a Coke' Credited With a Pop

'Share a Coke' Credited With a Pop in Sales
Marketing Campaign That Put First Names on Bottles Reversed Downward Slide
01.How do you get Americans to drink soda again? Put their names on bottles and cans.
Coca-Cola Co.'s carbonated soft-drink sales in the U.S. have risen more than 2% after the world's most-famous beverage brand began labeling Coke, Diet Coke and Coke Zero this summer with names of individuals, from Aaron to Sarah to Zach.
05.The labels—which also included warm-and-fuzzy terms like "Friends,'' "BFF,'' and "Family''—were launched in the U.S. in June.
The idea was to get consumers to buy personalized bottles and cans not just for themselves but also for friends and family. The "Share a Coke'' campaign has been such a hit that, for at least a few months, it reversed a decadelong decline in U.S. Coke 10.consumption. That has provided a welcome lift for the beverage giant, which is trying to combat concerns over obesity and artificial sweeteners by hiking its global advertising budget by $1 billion over the next three years, up from $3.3 billion in 2013.
The simple marketing campaign was always intended to be temporary, and the cans and bottles are now fading from store shelves as Coke switches back to its traditional 15.labels.Evan Holod, Coke's senior brand manager, says the company was "pleased'' with the campaign and that it will give "serious consideration'' to bringing it back next year.
The campaign seems to have appealed to everybody, but especially young consumers. "To see your name on a big brand, it makes it personal," said Ricardo El Torro, who 20.secured a can with his name on it. The 22-year-old clothing-store employee and his friends in Atlanta also recently played a version of "spin the bottle'' with the personalized Coke containers.
Bottles named Casey, Ethan and Brandon had bids of $2.99, $3.29 and $5.24, respectively, Thursday on eBay. And the owner of a Maltese named Crystal posted a 25.photo on Instagram of the dog sitting next to its namesake bottle—one of more than 500,000photos on the social-media site with the hashtag #shareacoke.
After falling 11 years in a row, Coke's U.S. soft-drink volumes rose 0.4% for the 12 weeks through August from the same period a year ago, according to Wells Fargo, which cited Nielsen store-scanner data. Sales rose 2.5% in dollar terms. Over the same time 30.period, soda volume and dollar sales remained negative at rivals PepsiCo Inc. and Dr Pepper Snapple Group Inc.
"A Coke can or bottle is the most iconic design in the world and the fact you can impact that with your name has a huge curiosity and wow factor,'' said Dean Crutchfield, an independent branding consultant.
35.Coke declined to share sales ahead of its earnings results next month.
"Share A Coke" was first launched in 2011 in Australia, after local executives and the ad agency Ogilvy brainstormed on ways to re-engage consumers in stores and online. Coke says consumption of its cola jumped 7% among young Australians during the inaugural campaign. The seasonal campaign has since spread to about 80 countries.
40.In the U.S., Coke took the 250 most popular first names for teens and millennials and slapped them on the front of 20-ounce bottles. The most-stocked names in stores were Chris, Jess and Alex.
In addition, the company printed out more than 1 million personalized 7.5-ounce cans across the U.S. this summer at roving kiosks where more than 100,000 names were available. The campaign's website also let visitors type names to make "virtual'' Coke bottles that they could share on social media; more than 6 million bottles have been created.
Alyssa Lescalleet says she and her husband Shane hunted for each other's name on bottles all summer in Lancaster, Ohio. Mr. Lescalleet, a landscaper, finally found a Diet 50.Coke named Alyssa in Dayton and a Coke named Shane in Columbus last week during a work trip. Ms. Lescalleet is thinking of keeping them on a living-room shelf next to wedding pictures. "I'll keep them forever," said Ms. Lescalleet, 24, who works at a museum.
The Wall Street Journal

Kết quả (Anh) 1:

' Share a Coke ' Credited With a Pop in SalesMarketing Campaign That Put First Names on Bottles Reversed Downward Slide1. How do you get Ada to drink soda again? Put their names on bottles and cans.Coca-Cola Co. 's carbonated soft-drink sales in the U.S. have risen more than 2 percent after the world's most-famous beverage brand began labeling of Coke, Diet Coke and Coke Zero this summer with names of individuals, from Aaron to Sarah to Zach.5. The labels — which also included warm-and-fuzzy terms like "Friends," BFF, ' ' and ' ' "Family — were launched in the U.S. in June.The idea was to get consumers to buy personalized bottles and cans not just for themselves but also for friends and family. The "Share a ' Coke ' campaign has been such a hit that, for at least a few months, it reversed a decadelong decline in U.S. 10. Coke consumption. That has provided a welcome lift for the beverage giant, which is trying to combat concerns over obesity and artificial sweeteners by hike its global advertising budget by $ 1 billion over the next three years, up from $ 3.3 billion in 2013.The simple marketing campaign was always intended to be temporary, and the cans and bottles are now fading from store shelves as Coke switches back to its traditional 15. labels. Evan Holod, Coke's senior brand manager, says the company was "pleased '' with the campaign and that it will give" serious consideration '' to bringing it back next year.The campaign seems to have appealed to everybody, but especially young consumers. "To see your name on a big brand, it makes it personal," said Ricardo El Torro, who 20. secured a can with his name on it. The 22-year-old clothing-store employee and his friends in Atlanta also recently played a version of "spin the bottle '' with the personalized Coke containers.Bottles named Casey, Ethan and Brandon had bids of $ 2.99, $ 3.29 and $ 5.24, respectively, Thursday on eBay. And the owner of a Maltese named Crystal posted a 25. photo on Instagram of the dog sitting next to its namesake bottle — one of more than 500, 000photos on the social-media site with the hashtag #shareacoke.After falling for 11 years in a row, Coke's U.S. soft-drink volumes rose 0.4 percent for the 12 weeks through August from the same period a year ago, according to Wells Fargo, which cited Nielsen-store scanner data. Sales rose 2.5 percent in dollar terms. Over the same time period, 30. soda volume and dollar sales remained negative at rivals PepsiCo Inc. and Dr Pepper Snapple Group Inc."A Coke can or bottle is the most iconic design in the world and the fact you can impact that with your name has a huge curiosity and wow factor, '' said Dean Crutchfield, an independent branding consultant.35. Coke declined to share sales ahead of its earnings results next month."Share A Coke" was first launched in 2011 in Australia, after local executives and the ad agency Ogilvy brainstormed on ways to re-engage consumers in stores and online. Coke says consumption of its cola jumped 7% among young Australians during the inaugural campaign. The seasonal campaign has since spread to about 80 countries.40.In the U.S., Coke took the 250 most popular first names for teens and millennials and slapped them on the front of the 20-ounce bottles. The most-stocked names in stores were Chris, Jess and Alex.In addition, the company printed out more than 1 million personalized 7.5-ounce cans across the U.S. this summer at roving kiosks where more than 100.000 names were available. The campaign's website also let visitors type names to make "virtual ' ' Coke bottles that they could share on social media; more than 6 million bottles have been created.Alyssa Lescalleet says she and her husband Shane hunted for each other's name on bottles all summer in Lancaster, Ohio. Mr. Lescalleet, a landscaper, finally found a Diet 50. Coke named Alyssa in Dayton and a Coke named Shane in Columbus last week during a work trip. Ms. Lescalleet is thinking of keeping them on a living-room shelf next to wedding pictures. "I'll keep them forever," said Ms. Lescalleet, 24, who works at a museum.The Wall Street Journal

Kết quả (Anh) 2:

'Share a Coke' Credited With a Pop in Sales
Marketing Campaign First Names That Put Downward Slide on Bottles Reversed
01.How do you get Americans to drink soda again? Put bottles and cans ask for their names on.
Coca-Cola Co.'s carbonated soft-drink sales in the US have more coal Risen 2% after the world's most-famous beverage brand Began Labeling Coke, Diet Coke and Coke Zero this summer with names of Individuals, from Aaron to Sarah to Zach.
05.The labels-mà am also included warm-and-fuzzy terms like "Friends, '' 'BFF,' 'and' Family '' - Were Launched in the US in June.
The Consumers idea was to get personalized bottles and cans to buy not just for Themselves for friends and family nhưng. The 'Share a Coke' campaign đã có a hit that, for at Least A Few months, it reversed a decline in decadelong US Coke 10.consumption. That has given below: a welcome lift for the beverage giant, mà trying to combat Concerns Over Obesity and artificial sweeteners by hiking nó global advertising budget by $ 1 Billion over the next three years, up from $ 3.3 Billion in 2013.
The simple marketing campaign was always intended to be temporary, and the cans and bottles from store shelves are now fading as switches back to nó traditional Coke 15.labels.Evan Holod, Coke's senior brand manager, says the company was "pleased '' with the campaign và nó give "serious Consideration '' to Bringing it back next year.
The campaign Seems to have appealed to everybody, but Consumers Especially young. "To see your name on a big brand, it nó personal," said Ricardo El Törrö, who with his courage 20.secured a name on it. The 22-year-old clothing-store employee and his friends in Atlanta cũng Recently played a version of "spin the bottle '' with the personalized Coke containers.
Bottles named Casey, Ethan and Brandon Had bids of $ 2.99, $ 3.29 and $ 5.24, respectively , Thursday on eBay. And the owner of a Maltese named Crystal posted a 25.photo on Instagram of the dog sitting next to ITS namesake bottle-one of more coal on the social-media 500,000photos site with the hashtag #shareacoke.
After falling 11 years in a row, Coke's US soft-drink volumes rose 0.4% for the 12 weeks through August from the same period a year ago, theo Wells Fargo, mà cited Nielsen store-scanner data. Sales rose 2.5% in dollar terms. over the same time 30.period, soda volume and dollar sales remained negative at PepsiCo Inc. and Dr Pepper rivals Snapple Group Inc.
"A Coke can or bottle is the most iconic in the world design and the fact you can impact with your Flickr có name has a huge wow factor and curiosity, '' said Dean Crutchfield, an independent branding consultant.
35.Coke Declined to share sales ahead of nó Earnings results next month.
"Share A Coke" was first printed in 2011 Launched in Australia, after local Ogilvy ad agency executives and the brainstormed on Ways to Engage Consumers re-printed and online stores. Consumption of nó says Coke cola Among young Australians jumped 7% khi the inaugural campaign. The campaign has since spread to seasonal about 80 COUNTRIES.
40.In the US, Coke took the 250 Most Popular first names for teens and Millennials and slapped them on the front of 20-ounce bottles. The most-stocked in stores là names Chris, Jess and Alex.
In Addition, the company printed 1 million out more coal-ounce cans personalized 7.5 across the US this summer where more coal at roving kiosks available là 100,000 names. The campaign's website cũng let visitors type names to make "virtual '' Coke bottles có chúng could share on social media; more coal 6 million bottles have been created.
Alyssa Lescalleet says SHE and the her husband Shane hunted for each other's name on bottles all summer in Lancaster, Ohio. Mr. Lescalleet, a landscaper, finally found a Diet 50.Coke named Alyssa in Dayton and a Coke in Columbus last week named Shane khi a work trip. Ms. Lescalleet is thinking of keeping them on a living-room shelf next to wedding pictures. "I'll keep forever add," said Ms. Lescalleet, 24, who works at a museum.
The Wall Street Journal