Coca-Cola kicks off Share a Coke, Share a Feeling’ campaign with 39 popular emoticons and positive messages printed on bottles and cans in time for the festive season, to further reinforce its leadership in innovative marketing
Coke taps into one of the most prevalent consumer trends in the digital space, and transforms it into this year's biggest packaging innovation campaign.
Invests Bht 200 million in campaign to bring the popular online sharing of graphic icons on Coke's packaging
Special initiative targets youngsters to have their names and faces printed as emoticons on Coke cans using interactive technology as only Coke can do
The fun continues via the digital world and social media with the launch of 'Coke LINE sticker – Coke Emoticon'
Coca-Cola, the popular brand of beverage in Thailand and the world by the Coca-Cola system in Thailand, today kicked off one of its most innovative campaigns to end the year with a bang. Called 'Share a Coke, Share a Feeling', the first-ever campaign in Thailand to issue 39 emoticons – graphic icons used to express feelings – and positive messages printed on Coke's PET bottles and cans aims to get consumers to share a Coke, share a feeling as a way to better communicate with people around them to create happy connections. Backed by Bht 200 million, the campaign further strengthens the brand's position as an icon of happiness and a leader in marketing innovation.
Coca-Cola has created the latest major campaign called 'Share a Coke, Share a Feeling' by introducing Coca-Cola special edition bottles and cans with emoticons and messages on the packaging. It is the first time in Thailand that a popular online trend is perfectly and creatively blended with real-life communication and expression of feelings, the cornerstone of the brand's marketing strategy.
Ms. Claudia Navarro, Region Marketing Director for Indochina of Coca-Cola (Thailand) Ltd., said, "I am personally really excited about our "Share a Coke, Share a Feeling" campaign. I'm sure we can all relate to the use of emoticons to express how we are feeling to our loved ones; we do it online all the time. Through our special edition bottles and cans with emoticons, we are encouraging everyone in Thailand to tell their parents, friends, boyfriends, and any dear one how they make them feel: loved, happy, excited, in a new and original way. It is the first time in Thailand that we bridge a popular online trend with real-life communication. Additionally, this platform is exactly what Coca-Cola is about: inspiring simple moments of optimism shared between people, over a Coke."
Mr. Akira Nopakunkajorn, Sparkling Marketing Manager of Coca-Cola (Thailand) Ltd., said "For the 'Share a Coke, Share a Feeling' campaign, we chose emoticons as the highlight because these digital icons are very popular with Thai consumers. Furthermore, what makes these emoticons special is that they can communicate our exact feeling. It has become a universal language that gets people on the same page without having to type a letter. By printing emotions and short catchy messages on Coke's packaging we invite Thai consumers to share with others Coke's special edition, enabling them to better connect anyone, any time through a perfect co-existence of the digital space and the real world.
"The 'Share a Coke, Share a Feeling' campaign in Thailand is one of our biggest initiatives of the year. We have earmarked Bht 200 million in 2 months for a comprehensive marketing package. It will be big and hit the right chord with consumers as we want to build consumer awareness and engagement both online and on-the-ground. For our online campaign, we focus on digital and social media such as Facebook, Instagram and Twitter. We will launch 'Coke LINE sticker – Coke Emoticon' on LINE application for consumers to download to communicate with others online. We want Coca-Cola as the medium to make online communication more exciting."
In addition, Coca-Cola will promote the campaign to young adults via new TV and cinema advertising as well as a massive scale out-of-home interactive media.
"For on-the-ground activities, we will invite consumers of the new generation and teenagers, in particular, to join us. Using interactive technology as only Coke can do, we want them to share their feelings and emotions with friends, families or loved ones in a unique manner using Coke's customised line-up with their faces and names printed on the cans. We believe this will help reinforce our bond with consumers and their brand preference," said Mr. Akira.
Thailand is one of the key markets in the region to roll out 'emoticon' campaign as more markets globally are looking at leveraging this hugely successful campaign
The special edition Coca-Cola from the 'Share a Coke, Share a Feeling' campaign is available in a 240-ml slim can (Bht 10) and a 325-ml sleek can (Bht 14) and in PET bottles in a 450-ml size (Bht 12), a 500-ml size (Bht 17), a 590-ml size (Bht 15), a 1.25-litre size (Bht 27) and a 1.5-litre size (Bht 25). Now at leading supermarkets, hypermarkets, convenience stores and retailers nationwide at regular retail prices.
The market for non-alcoholic sparkling beverages in Thailand in 2014 was valued at Bht 47,330 million.* The Coca-Cola system in Thailand led the market with a 58% market share.* [Source: *The Nielsen Company (Thailand) Limited. Average numbers in 2014]
Follow updates and exciting activities under the 'Share a Coke, Share a Feeling' campaign at www.iCoke.co.th
or on Coke's Facebook page at www.facebook.com/cocacola
"Share a Coke, Share a Feeling"