Why I want to share a bottle of Coke with you

photocredit: strategyonline.ca
photocredit: strategyonline.ca


Yes, I know it sounds a bit odd but the truth is I really do want to share my salary a bottle of coke with you. A couple of months ago, Coca Cola launched a temporal a unique campaign called “Share a coke campaign”, which saw common English names like Chris, Alex, and Jess, as well as monikers like “BFF”, “Wingman” and even terms like ‘Friends’ and ‘Family’  emblazoned on bottles and cans.  Coke used the 250 most popular first names including Emeka for teens and millennials, and machines that could print any name you like traveled around US over the summer.

The whole idea was to get consumers to buy personalized bottles and cans not just for themselves but also for friends and family. The campaign’s website also let visitors type names to make “virtual” Coke bottles that they could share on social media – more than 6 million bottles have been created, and plenty took the opportunity to share photos of cans on Instagram.

The “Share a Coke” campaign has been such a hit that, for at least a few months, it reversed a decade long sales decline in U.S. That is huge.

Nothing makes drinking a Coke special like seeing one with your name on it. I am still not pleased that Coca-Cola did not consider bringing that campaign to Nigeria, a country with millions of consumers. Come on, I know a couple of friends that cannot go a day without gulping a cold bottle of coke. I mean, think about it. Imagine Coke bottles and cans with names like; Okechukwu, Foluke, Nwaturuocha, Amina, Goodluck Jonathan   – and countless other indigenous names scattered all over Nigerian markets. I can already picture two guys trying to wrestle each other over a bottle that coincidentally has the name of their partner inscribed on it. Anyways, before Coke reconsiders trying out that campaign on African waters, I think that idea deserves a pat on the back. Consumers obviously feel more connected to, and are more likely to adopt brands that genuinely care about them. The personalized coke experience already gives you that feeling of ownership when you buy a bottle with your name boldly inscribed on it.

Same goes for other businesses, we often advocate for banks, telecommunication companies, malls, schools after an experience with them. Which is why you think bank ‘A’ has better customer service than a bank ‘B’, because of your personal experience with them through their various touch points. We are often attracted to friends that appreciate and cherish our friendship with them, and we often tend to distance ourselves from people the moment we notice any form of self-centredness.

An organization would only employ you the moment they are convinced you can add value to the company, and for you to add real value to an organization, the least you can do is care – even if it is just a little. Also, people we work with are often the people we spend a significant amount of time with. Being attentive and receptive to changes in the behaviour either in or outside of work can provide a supportive, caring environment and a way of improving the atmosphere in beneficial and positive way.

By showing that we care, we bring relief, hope and assurance to others. People are deeply grateful when someone shows them that they care. Caring for others is an important aspect of engaging in relationships with others. We improve our relationships when we demonstrate interest, concern and attention and it also helps us become less self-absorbed and more empathic.

photo credit: www.coca-cola.co.uk
photo credit: www.coca-cola.co.uk

By finding positive ways to care for others – as individuals, as brands, as businesses – we add value to our own lives, feel more engaged and generate a more constructive, healthy, sharing way of living with others. We improve the quality of life for everybody.




What do you think? Share your thoughts!

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12 thoughts on “Why I want to share a bottle of Coke with you

  1. Okebie Joan

    Another consumer catching advertisement strategy by coca cola. wouldn’t mind my own engraved bottle of coke..

    1. Emeka

      Better shoot them an email ASAP! lol. Thanks for swinging by

  2. frances

    I think you’ve spoken the truth, the whole truth and nothing but the truth.
    As much as there are life’s pressures bearing on everyone, the place of nurturing friendships and relationships cannot be blown off… we want more from relationships, then give more of yourself that shows that you care. same goes for businesses and organizations we find ourselves in..

    1. Emeka

      Thanks Frances. Well said!

  3. livelytwist

    I agree. Maya Angelou said, “I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” When we care and show interest in people we make them feel good, we create a memory. The question for brands, how can we show we care?

    1. Emeka

      Spot on. Recent trends suggest that Consumers don’t want to make the world a better place.
      They want brands to do that for them. Thanks for stopping by, Timi

  4. Mr. D

    Emeka this piece is simply exceptional. Good read sir!

    1. Emeka

      Thanks Mr D!

  5. chidi

    Love this article. This is exactly what I have been considering for a while now although I could not put it into words. Showing care to one’s customers can make a whole lot of difference in one’s business and life ventures as it usually produces a feeling of loyalty in the recipient

    1. Emeka

      Yes Chidi. Most successful businesses are fanatically focused
 on taking care of their customers. They wake up every day with buyers on their minds. They think to themselves, “I must do everything in my power to keep my customers happy and buying often. I can’t lose them to a competitor.”

  6. Chibuzor Ogbonta

    The Share-a-Coke campaign was really huge. My younger sister refused to drink a bottle of coke her name appeared on until two weeks after!

    On caring and good customer relationship, I had a 5-minute experience with a bank’s customer service agent in the bank (here: http://chibuzorogbonta.blogspot.nl/2014/11/smile-and-let-smile.html?m=1) that gave me a new view of the bank.

    Truly, customers feel valued when treated right.

    1. Emeka

      Totally agree, Chibuzor. The SAC campaign completely resonated with consumers and evoked empathy. And yes, a simple gesture (from a customer service rep.) such as a warm smile could do the magic!

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