LOCAL ADVERTISEMENT

Coca-Cola – ‘Share a Coke’

THE GLOBAL MEGABRANDT GET PERSONAL WITH ITS AUDIENCE THROUGH

INDIVIDUALIZATION

The leading drinks brand researched the most popular names in its core markets and printed them

on individual bottles to drive engagement and purchasing. By using popular regional names,

coke spoke to individuals.

In result, this generated a sharing frenzy, because the campaign specifically targeted consumers

who use social media, asking them to post photos and stories online. By encouraging user-

generated content in this way, people shared sentiments that were more personal to them, with

Coke initiating the conversation and fitting naturally within these stories. Cultural factors of coca

cola consist of seven core values: leadership, passion, integrity, collaboration, diversity, quality,

and accountability. Coca-Cola has been named the worst company for plastic pollution for the

second year running by an environmental pressure group. The global beverages brand came out

top in a list of the top-polluting companies worldwide published by Break Free From Plastic.

A significant part of Coca-Cola's success is its emphasis on brand over product. ...

Instead, Coke aims to sell consumers the experience and lifestyle associated with its

brand. For example, Coke recently unveiled a new packaging campaign where they

individualized 2 million bottle designs. The brand Coca Cola is probably the most famous

brand in all over the world. But even if its popularity, Coca Cola has to create

advertisings, to use social media to be closed with its consumers.

I really appreciate the culture theory which is about values and the culture that the
company transmits with the years. And it’s true that Coca Cola makes sure to stay the

same with its values but adapted its strategy with the evolution of the world and minds.

Coca Cola is very present for example during big events but they use also the social

media to stay in the mind of the consumers. The competition is hard between Coca Cola

and Pepsi, so Coca Cola has to adapt its strategy with the modifications of the world.

Coca does’t changed a lot, they keep their values and their history but they improve their

marketing strategy by using social media.

Foreign advertisement
Kit Kat
In Japan, KitKat is famous for bringing good luck as it sounds similar to the Japanese phrase
“Kitto Katsu”.

Leveraging this and the Japanese tradition of sending “good luck” cards for the new school year,

the famous chocolate bar brand offered customers the chance to print personalized messages on

the wrapper and send via Japan Post. The campaign received PR coverage on national news and

throughout the blogosphere, totaling more than $11 million in free media. It also highlighted the
opportunity of alternative points of sale, aside from major super markets. As industries continue

expanding their international reach, their success is becoming increasingly dependent on their

ability to localize big-name products. KIT KAT, it seems, has been so successful at this that it’s

taken root in the local markets as a “Japanese” candy, to the point that even foreign tourists want

to buy it as a souvenir that represents Japan. In achieving this success, Nestlé has become a case

study for Japanese candy companies looking to expand overseas.

Japanese KIT KAT series come in many flavors, including limited-time seasonal flavors and

“regional” flavors sold only in specific parts of the country. Limited-time products are hardly a

rarity nowadays, but the first Japanese candy to employ seasonal and regional marketing

strategies was, in fact, KIT KAT.