SOFT drinks giant Coca-Cola Company is capitalising on the Share a Coke campaign, recording an increase in sales among the younger demographic.
Share a Coke is a global marketing campaign that replaces the traditional Coca-Cola logo on bottles and cans with popular first names or nicknames.
Speaking at the official launch of the campaign in Harare on Friday last week, Coca-Cola senior frontline marketing manager for Zimbabwe and Malawi, Barry Otieno, said the soft drink giant had decided to bring back the campaign to encourage customers to share with someone whose name is featured, creating a personal and social connection.
The campaign was first launched in Australia in 2011, exploding in popularity and was later expanded to more than 120 countries.
“We are bringing it back to Zimbabwe, reminding those young guys of this amazing campaign that we ran over a decade ago. That allows for you to be able to share, allows for you to create these, you know, intimate moments and at the core of it is that experience.
“As big as Coke is, what we have been known for is those moments of joy, those moments of sharing. The campaign has spurred that nostalgia and brought back the feeling that Coke always gives people.
“In every market, I am seeing an increase in volumes. It's almost like some people are reliving that experience. But the younger guys are now excited to get their version of that experience and share the magic of Share and Coke, ” he said.
Coca-Cola senior communications manager for East and Central Africa, Paul Oloo, said the campaign was aimed at engaging and exciting customers, especially Gen Z, by incorporating everyday language like “BFF” and “BAE” to create a fun, relatable vibe.
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“When we first brought this campaign a decade ago, millions were excited as they got the chance to look for their names. We know there is a generation that did not get to experience Share and Coke back then.
“But we are saying this is your time. So whether you had the opportunity to be part of Share and Coke back then or you missed the opportunity to share Coke with your loved ones, this is a Zimbabwe edition,” he said.
Oloo added that they would allow anyone to personalise a can.
The campaign, which has been launched in other countries, including South Africa, Ghana, Nigeria and Kenya, has seen the customisation of bottles with local languages embracing cultural diversity and identity.
