My Name on A Coke Bottle?

If it was a secret before, it is not one anymore. Here is the truth: I Love Coke. The only brand that I am actually loyal to. Don't be alarmed because I don't drink soft drinks that much. However, when I am in the mood, I go for Coke. They have the largest market share in the Cola market, but they never cease to amaze me with their brilliant campaigns executed all over the world. Coke doesn't just relax and watch competitors try to get to its level, they actively think about new innovative ways to connect and engage with their customers. Constantly raising the bar while sticking to their brand image/tagline.

I was impressed with the recent Australian 'Share A Coke' campaign. Coke's problem in Australia was the fact that most teens weren't drinking Coke. Here's how Ogilvy Australia solved the problem seen below.

Here is why I personally like it:

1. They integrated different channels (on-line and off-line) for more exposure
2. Using people's names becomes personal and emotional. Who doesn't want that privilege?
3. A great way to create W.O.M (namesakes, I have a friend/family member by that name etc.)
4. Allowing others to submit their names for a chance to be chosen (customer interaction)
5. Create buzz that generate PR and Media attention

This campaign has all these elements: Conversion, In-store foot traffic (boost in sale), Engagement, Sharing, and Brand loyalty. A lot of brands fell to truly connect and engage with customers. Sorry, but push strategy does not work in this day and age. Also, campaigns without engagements are like breathtaking art that are only seen by the artist. I love campaigns that make me go "WOW" I wish I came up with that.

Shout out to Ogilvy Australia for a job well done.

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It is All Good For Fruttare?

Unilever decided to introduce Fruttare Frozen Fruit Bars to the U.S market. Fruttare, originated in Brazil, is made of real fruits and creamy milk.

To differentiate themselves from the saturated market of frozen snacks, Fruttare was positioned as such:

1. A dessert snack
2. The first of its category: Frozen Fruit+Milk
       

Fruttare launch in the U.S

Here's the full product line:

Strawberry & Milk                                                
Peach & Milk                            
Banana & Milk                          
Coconut & Milk                        
Mango

Orange

Strawberry

Lime



In order to create awareness about the new "Fruttare Frozen Fruit Bar," the brand had to create an effective campaign to break through the cluster. They decided to pair Ne-Yo (singer/songwriter) and Cher Lloyd (British singer/songwriter) to create a new song called "It's All Good." The most crucial part of this campaign, is the fact that they asked fans on Facebook, Twitter, and Instagram to create phases using #itsallgood in order to help write the song. After couple months of entry, Ne-Yo and Cher Lloyd turned several of the fans' lines into lyrics for the newly released single "It's All Good"(seen below with lyrics).

Is this campaign effective? I'd say yes it is and here's why:

1. They incorporated three of the most powerful social media sites (great for impressions, WOM)

2. They involved fans to write lyrics. ENGAGEMENT (great for conversion)

3. The catchy phrase "it's all good"is a message that can be relatable to anybody (great for brand loyalty, ex: "Just do it" from Nike) 

4. The song will be played on the radio (eventually creating unaided awareness) 

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