Coca-Cola Innovative Marketing

The "Share a Coke" marketing campaign was a huge marketing success for the Coca-Cola company. During the "Share a Coke" campaign, Coca-Cola produced specially labeled Coca-Cola, Diet Coke, and Coke Zero bottles and cans that displayed the 250 most popular millennial and teenager names along with common casual titles used by these age groups. Coca-Cola recently expanded on the "Share a Coke campaign and created the "Share a Coke and a Song" campaign. In this new campaign, Coca-Cola produced bottles with lyrics from a variety of popular songs.

Both of these marketing campaigns are examples of modern innovations in marketing. Personalization is not a new marketing strategy, but Coca-Cola just put a new twist on it. Through this campaign Coca-Cola gained a great deal of emotional capital with their customers. When a person sees a product with their name attached to it a connection is created between the person and the product. This connection influences the customer to purchase the product and increases the sales of the company. I almost never drink Coke, but when I saw Coke bottles with my name I was very strongly tempted to purchase a Coke.
The "Share a Coke" marketing campaign is a wonderful example of renewed innovation in a very marketing saturated market. Keep innovating!