Can we just talk about how Coke has been killing it recently? I came across an article in AdWeek this week which talks about Diet Coke’s latest and greatest genius packaging launch. As a brand that has been around for a looooooooooooooong time, Coke needs to stay relevant and hip. What does packaging have to do with digital marketing? Everything. As most of you are aware, Coke recently launched its “Share a Coke” campaign where the company printed names on its Coke bottles. If you are on Instagram, I guarantee you saw at least one of your friends post a photo of a coke bottle with their name (or someone else’s name) on it. Genius.
Now, Coke has decided to print 2 million unique labels onto its coke bottles in Israel. Yes, 2 million unique designs. Coke used a special algorithm to create these designs. Pretty cool, right?
Not only are the bottle labels unique, but the company also designed unique billboards and sold t-shirts and other merchandise featuring your own specific bottle design.
If you watch the video in AdWeek’s article (http://www.adweek.com/adfreak/diet-coke-prints-2-million-unique-labels-latest-stroke-packaging-genius-161042), Coke shows some of the outcomes of the campaign:
Now, Coke has decided to print 2 million unique labels onto its coke bottles in Israel. Yes, 2 million unique designs. Coke used a special algorithm to create these designs. Pretty cool, right?
Not only are the bottle labels unique, but the company also designed unique billboards and sold t-shirts and other merchandise featuring your own specific bottle design.
If you watch the video in AdWeek’s article (http://www.adweek.com/adfreak/diet-coke-prints-2-million-unique-labels-latest-stroke-packaging-genius-161042), Coke shows some of the outcomes of the campaign:
· 2.1% increase in sales
· 3% increase in brand preference
· 2% increase in purchase intent
The video also features a girl taking a selfie with her bottle and various people posting pics on social media. I think it is very interesting to see big companies like Coke, who don’t have too much to post about on social sites like Instagram (they’ve only posted ~330 photos), utilize marketing campaigns like these to generate social buzz.
· 3% increase in brand preference
· 2% increase in purchase intent
The video also features a girl taking a selfie with her bottle and various people posting pics on social media. I think it is very interesting to see big companies like Coke, who don’t have too much to post about on social sites like Instagram (they’ve only posted ~330 photos), utilize marketing campaigns like these to generate social buzz.
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