Source: Coca-Cola
Read about how Coke brand managers in Australia used consumer insight to figure out what they needed to do to re-energise the brand, and how they used research to then involve the consumer in tweaking the campaign once the initial launch was deemed a success. ….Australian young people loved that the brand was big and iconic, but didn’t feel the brand spoke to them..it was getting “too big for its boots”. Marketing Management decided they needed a disruptive idea to capture the country’s attention, and Project Connect, as it was known internally, was born. The “Share a Coke” campaign which invites people to express themselves through a bottle of Coke has had huge success around the world, and is a great example of how deep diving into the way people feel about your brand can generate ideas that can make a huge impact. This ingenious campaign has now reached Jamaica, with labels such as “Fambily”, “Sistren”, and “Bredda” to appeal to our local market.