Millennials are almost always connected to each other because of their close relationship to modern technology. “Share a Coke” started back in the summer of 2011 in Australia as a way to get people up and drinking Coke as it was a way for them to gain sells in an already competitive market. (www.coca-cola.com) It was originally made to be a mass appeal to get more sales but it also eventually had a widespread success with millennials. The “Share a Coke” campaign lacks in many ways in itself, it also shows that the labels can bring all walks of life together, and how it targets millennials and how they may view or analyze it.
Millennials are normally focused on campaigns that indirectly or directly target their main focus groups. In this
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It is said that Coca-Cola Australia had originally called the campaign, “Project Connect” and it was also to get people to start talking about Coke again and having people consume the product. During the first summer that Share a Coke started, more than two hundred and fifty million bottles were sold due to the publicity that campaign was receiving in Australia alone. Statistics from that summer say that ninety six percent of social media posts were positive and that only the remaining four percent were negative. (www.coca-cola.com) In the advertisement, it is clear that the names on the label can bring people together at unexpected costs. It gives people a sense of hope that not every communication is on a handheld device but that it is face to face also. As it shows in this advertisement, the Share a Coke campaign has brought friends, family and even strangers at the pool …show more content…
In the advertisement, the male teen tries to entice the female by trying to share a Coke with her yet every time he comes up to her, he brings up the wrong “Share a Coke” bottle. He eventually gives up and gets a Coke for himself, which says the name Alex on it. She walks up to him and says “Alex? That’s my name.” to which he responds with “Mine too!” They end up sharing a Coke together and bonding over the shared name. This is geared towards the younger generation because it uses teens in the ad and it shows how people can bond even without having a phone in front of them all the time. As a way for them to entice the millennial generation, Coke has since been putting on many different labels on their cans that could attract the younger crowd like the avengers, quotes from famous singers, and more pop culture icons. This advertisement was definitely effective in its goal because the ratings and consumption levels rose and more people were buying
In 2011, Dr. Pepper 10 released a new ad campaign. Their new commercial’s primary purpose is to present a soda that is both healthy and still “manly.” In doing this, Dr. Pepper addressed a longstanding notion that Diet Dr. Pepper and Dr. Pepper Zero sodas are inherently unmanly. They attempted to reconcile this societal belief by creating a character that is extremely manly and still enjoys their 10 calorie drink. The average man is the target audience. They were hoping that they could target men that may want to drink more healthy beverages while still retaining their manliness. The character that Dr. Pepper creates to target this audience is a Paul Bunyan type. The actor has a long beard, is very rugged looking and shown being rowed down a river by a bear. The commercial is designed to bring back images of Grizzly Adams.
The sprite commercial with Lebron James and Lil Yachty did an excellent job at targeting millennials. In the commercial the main actor moves to different scenes saying “I wouldn’t tell you to drink a Sprite soda even if…..” Sprite, is appealing to the younger generation to drink their product so it can be a more trendy drink than Coke is; foremost become more popular in other generations. This commercial appeals to younger millennials because of the famous actors, the popular music, the humorous script, and relatable settings.
Share a Coke is a fantastic example of a business using crowdsourcing to attract a broader audience and to receive innovative ideas from the public. Crowdsourcing is a great opportunity for businesses to engage the public, generate new ideas, and ultimately connect with their consumers on a deeper level. Through its campaign, Coca-Cola showed consumers around the world that it is interested in their lives and ideas, which resulted in several outcomes. For example, Coca-Cola experienced an increase in sales and brand promotion. Besides that, #ShareACoke has become a popular hashtag on social media sites, an outcome that not only advertises the company, but also gives the business plenty of new content and ideas for future marketing campaigns.
Millennials are often derided wrongfully for being lazy and entitled. On the contrary millennials are quite charitable and making changes in the world politically socially and economically. Despite the common narrative, Millennials are more than capable of changing the world through philanthropy, ethical consumption and politically.
Beverage giant Coca-Cola wants to get a little love for its iconic cola drink from the upscale consumer set, so its decided to create and test-market a sleek set of contoured aluminum bottles for its flagship Coke brand. Yes, we said aluminum bottles.
Catchy jingles are what persuades consumers to buy more and more products that they hear about every day. This concept has been around for years and the Coca-Cola Company is no stranger to it. Back in July of 1971, Coca-Cola released the commercial, “I’d like to Buy the World a Coke” that sent their customers into chaos with over 100,000 letters being sent to the company asking for more. This leaves many people asking: how did this one commercial have such an impact on the audience? And what did Coca-Cola use that drew so many people in? Here we will discover the method behind what is “I’d like to buy the World a Coke.”
As Andres Tapia mentioned, “ To be young is to be experienced”. Millennials have a different perspective about how to success in life. Since millennials are born during this current era, they have an advantage over people that were born before. With the inclusion of technology, it is easier to learn and apply new knowledge than before. A good example is the “Apps”. It is only necessary to create an app that attracts the interest of many consumers to start making money. Finally, Millenials have the ability to adapt and evolve. Millenials are the representation of
Soloman, Marshall, & Stuart (2018) states how “ marketing is the activity, set of institions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large “ (pg. 4). To better explain the meaning of marketing is every part of conveying the importance to everyone that a business deal pertains to (Soloman, Marshall, & Stuart, 2018). The marketing campaign that has influenced me is the Cheerios commercial: “Good goes round”. Cheerios are round and everyone likes them, it brings all racises together which impacts all individuals around the world. The commerical is influential to me because it is putting out a good message that something as small as a cheerio
Sharon Hurley Hall begins her article, “The Increasing Power of Peer Influence: Millennials and Your Business” by explaining the meaning of Millennial—people born after 1980. These individuals are now the prime target of advertising, especially because these are the people who are more connected to the internet. According to eMarketer’s research, “Almost 70% of Millennials are influenced by friends’ posts on social media when deciding whether to purchase products and services” (Hall). In addition to companies using peer-to-peer marketing now commonly known as, social media marketing, they also use a more specific method called, youth marketing. Youth marketing is a group of people broken down into small segments depending on their age, which includes tweens, teenagers, college students, and young adults typically around the age of twenty-four. By using this method of adverting, companies create advertisement campaigns and products specifically targeted to the age group, which then helps them determine their next targets and business partners on social media. As stated before, “young people are key to numerous markets, from mobile, fashion and technology to alcohol, snack foods and entertainment… This audience spends money” (Mitchell). Imagine shopping centers in the area
This generation is in need instant gratification from all sources. What used to be the norm like going to the store to shop compare prices is now done on line form the house. The attention span of the average millennial is short. At any given time a person has roughly 3 seconds to capture the attention of a person before they are on to the next subject.
The intended purpose of the Kendall Jenner Pepsi Ad is for Pepsi to increase their sales with a younger crowd. PepsiCo tried incorporating cultural and political views into their ad to influence the Millennials to buy their product because the Millennials are involved in and outspoken about the current political situation. If one would watch this commercial even once they would think that PepsiCo is trying to make this advertisement the equivalent of Coca Cola’s Share a Coke with the World advertisement.
Blaising, Craig A., Kenneth L. Gentry, and Robert B. Strimple. Three Views On the Millennial and Beyond. Counterpoints. Grand Rapids, MI: Zondervan, 1999.
The start of the advertisement invokes a flashback with a monotone and misty scene where two young kids enjoy a relatively nice summer day at a backyard. These joyful moments allude to the innocence of childhood and the unforgettable memories of a young age. The flashback turns out to be a distant memory of the time a fully grown businessman remembers by gazing at a physical image on his phone . The phone aside, there are more subtleties in the flashback scene. Flowers blossom in the scenery, which implies that the two young kids are a little more than close friends. The flowers actually serve as an artistic element symbolizing the developing relationship between the boy and the girl.
In his May 2013 editorial for Time Magazine, “Millennials: The Me Me Me Generation,” Joel Stein explains his viewpoint on millennials, defined as people born 1980 through 2000. Using an occasionally humorous tone, Stein summarizes the typical bleak view that older people have for the younger generation, before offering what he believes is closer to the truth. In the end, he decides that while millennials are not without their flaws and vices, a lot of the fears that older people are mostly due to the advanced technology that we are now dealing with. By the end of the article, it is my opinion that Stein makes a very fair summarization and is correct in his idea that to write off the entire generation is unfair towards younger people.
The beverage manufacture and bottling industry is greatly influenced by economic and other market trends associated with consumers. To capitalize on its strengths and opportunities, Coca-Cola targets specific demographic segment through online viral marketing for its product; it uses the new technology tools (Facebook, Instagram) as medium of communication market its products and interact with the consumers. The company use well-known celebrities for their add campaign and sponsor sport events such as the Olympics and world cup soccer game to promote their brands. On the other hand to minimize its weakness and threats, Coca-Cola allocate funds and resources for research “guided by international standards including the International Labor Organization's code of practice on HIV/AIDS and the world of work, and the Joint United Nations Program on HIV/AIDS (www.coca-cola.company.com)”. The company also promotes diversity in its workplace that serves to recognize leadership and fairness to encourage a work atmosphere of open communication and to essentially seek and leverage new ideas.