“To see your name on a big brand, it makes it personal” — Ricardo El Torro, 22 year old Coke fan
Can it really be this simple to lift sales? When you see your name in lights – or on the bottle, as it were – you buy. Yes, I think it is.
The Wall Street Journal has a story up in their CMO Today section last week crediting a recent marketing campaign with a 2% hike in sales. The Share a Coke campaign slaps the names of individuals on every bottle. “Share a Coke with James” or Sarah or David, I suppose.
Sounds like the campaign broke in the U.S. in June. But I didn’t see anything about it until my wife and I were traveling in the United Kingdom this summer. I gotta say – we both noticed Coke for the first time in awhile.
We all like to see a story about ourselves in the hometown newspaper. Or today’s equivalent – Facebook. But it’s not everyday we see the impact of the phenomenon quantified.