Thursday, August 15, 2013

Coke: Sharing or Selfish?

Coca Cola have long been the masters of marketing. They may (or may not) have dressed Santa in his distinctive red cloak, but they've had some memorable marketing campaigns. Their current one could yet be the most successful as well as the simplest yet.
Over recent months they've been printing the 150 most popular names in each country. They've even added another hundred names under popular demand. The full list is here. If you watch the ad (this is the Irish version below), or read the cans and bottles carefully, the campaign is focused on altruism: 'Share a coke with...'

It's a nice idea, even if it's rank commercialisation. You share a coke / diet coke / coke zero with someone whose name you see on the bottle, for lots of different reasons. The company wants us to share, to give, to be generous. Now, some people might be doing that, but as with so much of life, the buzz on Twitter and Facebook seems to be selfish. The goal is to find a coke with your own name on it, rather than being given one by someone else...

Some are even taking it badly (!):

This is just a small sampling of the vast numbers of tweets about the Coke name campaign, and the majority are all about us finding our own name, rather than sharing. Something as simple as a bottle of pop, but when the fizz settles, we're all still selfish.

And no, I haven't seen a Gary on a Coke yet...

PS As with any other topic, Twitter excels at bringing out the comedians. Honourable mentions for these two:

1 comment :

  1. I was given a bottle of diet coke with Colleen on it... Was so chuffed!