Coca Cola Share A Coke This Summer
However, in reality the Coca Cola Company has a wider target market because the product is addressed to everyone and everywhere. Usually the consumers (both males and females)who use the product are between 12 and 32 years old. Second, in the video we can see that the consumers are buying the product, this shows the reputation of the trademark in the mind of the consumers and a few seconds later we can see more people buying Coca-Cola in massive amounts which reflects the power, the preference and the loyalty that the consumers have to the Coca-Cola brand.
In the video, after the consumers brought the product we can see them having fun, having barbecues, having arties and playing on the street with their friends, in that moment Coca-Cola is telling us the viewers that the purpose of this video is not only to show the popularity of the brand but also that the company is not just about selling goods to the consumers but also selling events ( Examples: World cup and the Olympics) and experiences ( Examples: Walt Disney magic kingdom and music/sports camps) to the consumers.
Coca-Cola is the number one company of soft drinks around the world, the margin between it and its is competitors is huge, so the reason that Coca-Cola peps doing the advertising is not to increase their sales, but to remind people that Coca-Cola is here, is number one and the consumers should drink Coke once in a while(Hardball Peter, 2014) . Like this advertising and many others, Coca-Cola focus on the principle of sharing; not only sharing with families and friends but also sharing happiness, moments and experience. This attitude of sharing IS key competitive advantage against their competitors which only focus on sales.
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Finally, the video is showing a strategy to put their consumers names on the tootles. The purpose of this idea is to create an individualized or personalized product for the customers for the summer of 2014 because in summer, is the perfect time to be with other people and share moments of happiness with everyone. According to the senior vice president Stuart Kerosene the message of this advertising is to drink a coke with your name on it and offering the event to another person makes these minutes much more "extraordinary" (Money Jay, 2014).
Another strategy for the development of this commercial was the flexibility to low the consumers to promote the brand across social media. Jennifer Whelan group director of Coca Cola North America says "It's about statement toward oneself, individual narrating and staying associated with companions. 'Share a Coke' takes advantage of those passions". She also adds that "At the point when teenagers see that the iconic.
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