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Coca Cola Liquid and Linked

In: Business and Management

Submitted By tiputri
Words 980
Pages 4
Case Study: Coca Cola “Liquid and Linked”

Executive Summary

Coca Cola first launched its “Share a Coke” campaign in Australia as a “one time, country-wide promotional campaign”. This campaign put popular Australian names on cans and bottles in order to persuade customers to purchase Coke with their names on them or buy their friend’s name and share it with them. The purpose behind this campaign is to make a global marketing platform where it can “harnesses the voice and creativity of the consumers” using technology. This campaign is an example on Coca Cola shifted their marketing efforts from creative excellence to content excellence. The point of “content excellence” is to make ideas to be contagious so that it will be hard to controlled and thus “liquid”. These ideas also have to be relevant to their objectives, brand agendas and consumers interests in order to be “linked”. Through this, they will also shift from their one-way communication model to “two ways” communication model that engage the audience and more “relevant to the new age”. Aside from the “Share a Coke” marketing campaign, Coca Cola also had different successful marketing campaigns in other countries that portray them as a product that will bring the idea of sharing, togetherness and happiness to the community. By staying bold and relevant, Coca Cola’s “Liquid and Linked” campaign has generated consumer buzz, receive a great amount of mass coverage and also perfectly touched its business objectives. However, there are some concerns regarding whether “Share a Coke” campaign will work effectively in the United States since it has population with more cultural backgrounds in comparison to previous countries where Coca Cola used the campaign. Furthermore, will this campaign last over time or will it needs to be renewed in order to keep up with the society trend.

Analysis of problem A

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