In 2011, Coca-Cola with customized names were launched in Australian supermarkets. In just a few days, they attracted tons of volumes and reposts on social media. Customers scouring Coca-Cola retail points to find their own Coke bottles and cans. Entering the new era, traditional marketing seems to have less effect on young consumers; on the contrary, Coca-Cola’s personalization tactic is more in line with generation Z who have high self-recognition. Coca-Cola’s ‘Share A Coke’ campaign has built up a strong bond and resonates with consumers. In the end, how does Coca-Cola create appealing events to give their consumers a sense of belonging? Next, let us look at 3 successful tactics of Personalisation from Coca-Cola.

1.Make your own bottle of Coca-Cola

Have you ever thought about why people catered for personalisation?The answer is easy. Whenever we receive a gift, if we have our own name on it, we always feel a sense of honor. Similarly, Coca-Cola allows consumers to print their own names on the bottle or choose their favorite buzzwords, in this case, their desire for self-expression could be fulfilled through Coca-cola’s products. Customers not only spontaneously search for their points of sale, but also upload their coke to social media. With the hashtag #Shareacoke, they become the best spokespersons for Coca-cola. From the perspective of experience consumption, consumers are now able to gain self-identity through customized products, as well as forming emotional connection to the brand. 

2.Your Coke, your music

Meanwhile, considering Coca-cola’s long term growth, we need more identity-based campaigns. As a result, ‘Share A Coke with a Song’ has been kicked off, featuring printed lyrics on coke cans and bottles. Collaborating with the Shazam App, customers could utilise its music-discovering function to scan the lyrics, create their own lip-sync videos and then share them on social media. Such mobile-centric appeal has unlocked the chance for people to celebrate their mood and memory via Coca-cola products. These lyrics-printed bottles aroused consumers’ sentiments, showing us that their “customization” no longer stays on the levels of the outer packaging, but users’ own initiation.

3.Your Name on Time Square Billboard

It may sound impossible that your name could appear on the Time Square Billboard. But Coca-Cola has made it possible through their ‘What’s In A Name’ campaign. As long as you input your name in Twitter with the hashtag ‪#CokeMyName, you can see your first name broadcasted on the most expensive billboard in New York. Coca-Cola cleverly merged OOH (Out-of-Home) tactics with the power of social media to attract a group of tech-savvy and Twitter-addicted people. In just three weeks, it brought more than five million reach. Looking through the case of Coca-Cola, we can see how personalization can be used as an engaging way to connect your customers and brand.