Coke's brand awareness hits all time high
While many brands are struggling to keep pace with consumers in this season of recession, soft drink giant, Coca-Cola is having none of such challenges. Instead, Coca-Cola is enjoying the best of times with consumers, because its series of campaigns have resulted in higher overall brand love scores.
And from a brand awareness stand point, Coca-cola is at an all time high, according to Dozie Okafor, Media Manager Coca-cola Nigeria, who attributed the successes to the series of outstanding campaigns from the stable of the soft drink giant.
With regard to brand awareness, top of mind awareness, brand love scores, all those have been going up monthly, Okafor said.
In 2015, Coca-cola numbed its competitors with its share a coke, share a feeling campaign. The campaign which ran globally until early 2016, received rave reviews from industry watchers and reinforced the brand’s competitive edge across the different market where Coca-cola operates.
The share a coke, share a feeling campaign was unique because it resonated with each and every consumer on a personal level, by allowing them the opportunity to have their names boldly printed on Coke bottles. It was described as the world’s first ever fully personalised TV campaign.
According to Coca-cola, one outstanding quality of the campaign was that it gave consumers the chance to share a personalised Coke with friends or loved ones and creating special moments of happiness, and memories.
Globally, the social reach of #shareacoke peaked at 11million and campaign awareness was up by 17 percent, while Ad recall was 71 percent and purchase intent rose by 24 percent.
Speaking further on how the campaign fared in Nigeria, Okafor told MARKETING EDGE that all the Key Performance Indicators (KPI) set in terms of number of cans created were met. “People went out to create cans with their names, and at the end, we surpassed our target in that regard, in terms of off-take of the product, in terms of audience reaction to the communication.”
On the back of the success of the share a coke campaign, Coke launched another beautiful campaign in April 2016, and so far it is gaining positive traction in Nigeria.
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