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.
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!