Coca-Cola's 'Share a Coke' Campaign: Impact and Consumerism Analysis

This report provides a comprehensive analysis of Coca-Cola's 'Share a Coke' advertising campaign. It begins with a graphic detailing of the advertisement, followed by an examination of the campaign's logic, including its aims, purpose, and strategies to attract consumers. The report then delves into the impact of the advertisements, exploring its influence on individuals and the use of social media platforms. Furthermore, it discusses the specific impacts of consumerism on society, considering industrial production, purchasing behavior, innovation in goods and services, advertisement strategies and production lines. The report draws on various sources to support its claims, providing a well-rounded understanding of the campaign's effectiveness and societal implications.

Running head: ADVERTISEMENT OF "SHARE A COKE" BY COCA-COLA COMPANY
Advertisement of "Share a Coke" by Coca-Cola Company
Name of the Student
Name of the University
Author’s note

1ADVERTISEMENT OF "SHARE A COKE" BY COCA-COLA COMPANY
Table of Contents
1. Graphic Detailing of the ‘Share a Cole’ Advertisement..............................................................2
2. The Logic of the Advertisement..................................................................................................3
2.1 Aim and Purpose of the ‘Share a Coke’ Advertisement........................................................3
3. Impact of the Advertisements......................................................................................................4
4. Specific Impacts of Consumerism on Society.............................................................................5
References........................................................................................................................................7

2ADVERTISEMENT OF "SHARE A COKE" BY COCA-COLA COMPANY
1. Graphic Detailing of the ‘Share a Cole’ Advertisement
(Fig 1: The Brand Logo of the Advertisement)
(Source: Share A Coke 2018)
(Fig 2: The ‘ShareaCoke’ Advertisement produced by Coca Cola)
(Source: Share A Coke 2018)

3ADVERTISEMENT OF "SHARE A COKE" BY COCA-COLA COMPANY
2. The Logic of the Advertisement
2.1 Aim and Purpose of the ‘Share a Coke’ Advertisement
The ‘Share a Coke’ campaign was primarily launched in Australia in the year 2011. With
the launch of the advertisement, the company had involved the change of the traditional form of
wrapping system of the bottles. This wrapping had a logo titled as ‘Share a coke with…’
(Fetisova). This kind of advertisement strategies was mainly aimed to attract people to taste their
products. The main aim of the company was to promote their campaign, reach to a wide base of
people and thus generate huge amount of revenue for the business.
The main purpose of the promotional campaign was to develop a rich personal
relationship with their consumers and thus also inspire different sharable moments of happiness.
During the launch of the promotional advertisement campaign, the top 150 names were printed
onto the wrapping of bottles (Holmberg et al. 127). The campaign received a great rate of
success as the entire world had adopted the product with their unique aspects. In several
countries, the largest billboards of the country were turned into different interactive signs. This
was mainly introduced for greeting many of their citizens with their names.
However in 2016, there was a variation in the campaign, which was introduced within the
U.S. it was further renamed as ‘Share a Coke and a Song’. The lyrics of the song were also
printed on the wrapping of bottles. Another version of the promotional campaign was recently
launched in 2017 that produced a labelling of over 75 holiday destinations. With such kind of
innovation within the marketing strategies of Coca Cola, it was their main vision to produce
unique ideas before the public and gain their attention (Liu and Lopez 10). The primary logic of
the campaigns was to make people purchase their products that would further lead to generate
huge business revenue.

4ADVERTISEMENT OF "SHARE A COKE" BY COCA-COLA COMPANY
3. Impact of the Advertisements
The Share a Coke campaign, which was initiated in the year 2011 had a great impact on
the people. This product was a seasonal pastime in the along with several games and other events
such as baseball games, family reunions and backyard barbecues. With the launch of the
promotional campaign, I have also been highly influenced over the product and have also made
use of the various products.
From the inception of the advertisement, I have observed that Share a Coke campaign
have introduced different kind of innovations within their supply and sale of products. The brand
has established a connection with each and member of my family. From my childhood, I have
seen my father using Coca Cola as the most preferable beverage. My father always used to bring
this beverage product to home whenever we used to have a party or any other occasion. Coca
Cola has always made a great impact over my family. With the rise of social media platforms, I
have also seen that Coca Cola has made an extensive use over the social media platforms.
In the recent times, Coca Cola mainly promotes their products in various television
advertisements and social media pages. Different platforms such as Twitter, Facebook and
Instagram are favourable choice of options for the organization. Even I have made use of the
social media and I have personally sent a coke to my friend with the help of Twitter. In order to
popularise their brand, they had also adopted a technique in which fans could receive awards
from the company based on certain innovation strategies. I had encountered certain instances in
which I had peeled off the wrapping and received codes, which had led me to prizes.

5ADVERTISEMENT OF "SHARE A COKE" BY COCA-COLA COMPANY
4. Specific Impacts of Consumerism on Society
According to several researches, it has been seen that most of the people in the world
mostly belong to consumer class. They consume processed food, desire for bigger cars and
homes and purchase goods as per their necessities (Oakley and Salam 519). With the rise of
various industries and growth over the economy of every country, consumerism is becoming as
the major hallmark of most of the economies of the world. The term ‘consumerism’ refers to the
consumption of various goods at a higher rate (Slavova). The economic condition of any country
is mostly judged based on their production and the amount of goods that are sold.
Some of the specific impacts that have been made with the rising impact of consumerism
are:
1. The industrial production of every country has grown in the recent times. Industries are
in the process of developing more goods in order to raise their revenue and thus make huge
business profits.
2. With the generation of more products, people are purchasing more goods for every
necessity. This has further lead to the rise in the economy of every country on a worldwide basis.
3. The rise of consumerism leads to new kind of innovative goods and services that are
made available within the marketplace (O'Meara). Such kind of goods and services could range
from innovative technical devices, new kind of food services in the form of dishes and many
others. Consumers would be highly interested in making use of such kind of new products and
offered services.
4. Increasing consumerism would also lead to different companies to bring innovation
within their advertisement strategies (Brown and Vergragt 315). Creative advertisements would

6ADVERTISEMENT OF "SHARE A COKE" BY COCA-COLA COMPANY
lead to gaining more customers within their businesses. With gaining more customers within
their base, it would further lead to increased purchasing of manufactured goods.
5. With the increasing need for supply of goods to various stores, there would be a high
need for increasing the production lines in order to speed up the process of production within an
industry. This would incur more labours who would work for hours in order to meet up with the
need for production of goods.

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References
"Share A Coke 2018". Coke.Co.Za, 2019, https://www.coke.co.za/en/shareacokepromo/.
Brown, Halina Szejnwald, and Philip J. Vergragt. "From consumerism to wellbeing: toward a
cultural transition?." Journal of Cleaner Production 132 (2016): 308-317.
Fetisova, Tatiana. "Understanding Coca-Cola advertising campaigns: a strategic analysis of the
‘share a coke’campaign." Unpublished thesis, State University of New York in
Prague (2015).
Holmberg, Christopher, et al. "Adolescents' presentation of food in social media: An explorative
study." Appetite 99 (2016): 121-129.
Liu, Yizao, and Rigoberto A. Lopez. "The impact of social media conversations on consumer
brand choices." Marketing Letters 27.1 (2016): 1-13.
Oakley, Richelle L., and A. F. Salam. "Examining the impact of computer-mediated social
networks on individual consumerism environmental behaviors." Computers in human
behavior 35 (2014): 516-526.
O'Meara, Kerry Ann. "The Impact of Consumerism, Capitalism, and Competition." International
Higher Education22 (2015).
Slavova, Milanka. "Consumerism as a source for innovation and product development." (2014).