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Personalised Strategy: Coca-Cola's Trendsetting Marketing Drive

Coca-Cola Australia introduces a groundbreaking campaign promoting personalisation as users can have their names printed on bottles at events nationwide. The innovative initiative incorporates social media for maximum exposure and interaction, fostering brand engagement. This trend aligns with the current personalisation wave in marketing, driven by technological advancements and savvy consumer expectations.

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Personalised Strategy: Coca-Cola's Trendsetting Marketing Drive

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  1. INNOVATION OF THE WEEKPersonalisation Trend Continues To Grow Source: IGD Research, Coca-Cola Australia • What is the development? • Coca-Cola Australia has launched an innovative new marketing campaign to encourage its fans to share a coke with others • How does it work? • Coca-Cola have produced a range of bottles with 150 of the most popular Australian names on them for general sale • Those with names not included in the 150 can visit events at shopping centres across the country to have their own name printed direct onto a can • The campaign has a strong viral element and is heavily supported through Facebook and YouTube, where fans can share a virtual coke, make their own adverts and enter a draw to win $50,000 to share with friends • Who else is doing it? • Wrigley’s myextragum.com allows users to personalise packs of chewing gum, while Burger King’s Whopper Face campaign involved customers printing images of their face on wrappers • IGD Opinion: • A more personalised marketing environment is certainly emerging and social media advances will accelerate this trend

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