Love the thought behind this campaign; the transcendence of past into present. The original Coke ad, which aired in the US in 1971 is an iconic advertisement from this period. It features what were at the time new and growing trends of globalisation and connectivity. It tapped into the spirit of sharing and the act of coming together in a way that really resonated with its audience. The theme song itself describes how "I'd like to teach the world... to sing with me... in perfect harmony... I'd like to buy the world a coke."
The new mobile app Coke have released enables people to send a free coke to a number of locations across the world, thanks to specially designed dispenser machines. You can personalise your message and watch the reaction of the recipient as they receive your free Coke. A clever idea that certainly makes the most of modern digital technologies, while extending the spirit of the original ad.
You can view a demo of the mechanics of the campaign via the video below.
A clever idea, but will it take off?
Personally, I was surprised by how much I enjoyed the recent 'Share A Coke' campaign we had in Australia. Coke bottles and cans were labelled with people's names or those you would use to address your friends. "John", "Buddy", "Champ" and many more, featured across bottles and cans; the variations were immense. It was hard not to feel involved with the brand as we searched hopefully for our own names or those of our friends.
Seeded into a social media campaign, with a Facebook page at the centre, the brand encouraged interaction in the spirit of sharing with its consumers. Strong and effective themes for a powerful global brand that still somehow appears to live in our backyard.
I bought, and hence re-trialled, the flavour of Coke for the first time in years. When friends bought me a bottle with my name on it I felt special and even obligated to enjoy and savour it like a gift. A successful campaign in my eyes.
