Dall’8 maggio ad agosto 2013 è l’Italia a farsi notare per un’iniziativa assolutamente unica nel mercato europeo per il brand Coca Cola. L’ iniziativa consiste in una campagna di personalizzazione, “Condividi una Coca-Cola”, con la quale saranno messe sul mercato 350 milioni di lattine e bottiglie (di Coca-Cola, Coca-Cola light, Coca-Cola Zero) prodotte nei 7 stabilimenti Coca Cola che si trovano in Italia, che porteranno, al posto del logo Coca Cola, i 150 nomi di battesimo più diffusi in Italia, oltre ai nomi generici più diffusi (“mamma”, “amico”, etc.) e i modi di dire più popolari soprattutto tra i teenager (“la VIP”, “il genio”, etc.)
L’iniziativa ha preso il via nel giorno del 27° anniversario dell’azienda ed è unica anche perché in questi 127 anni di storia la Coca Cola ha apportato cambiamenti culturali (come la teoria che attribuirebbe il cambio colore da blu a rosso del vestito di Babbo Natale rosso dopo l’utilizzo in una campagna pubblicitaria firmata proprio Coca Cola), ma non ha mai cambiato la propria identità visiva. Ma allora perché farlo proprio ora? Sicuramente per avvicinarsi ai propri clienti, come per ringraziarli, perché sono loro che in realtà hanno portato al successo dell’azienda. L’idea nasce di certo anche dal desiderio di essere sempre più vicini al pubblico, di coinvolgerlo sempre più. E allora quale modo migliore di invitarlo a cercare la confezione di Coca Cola personalizzata più adatta a sé, da collezionare o da regalare ad amici e familiari? “Condividi una Coca-Cola” rende poi protagonisti della campagna soprattutto i giovani che, si sa, sono i migliori consumatori della bevanda!
E anche sulla rete si innescherà un meccanismo di coinvolgimento nella campagna e condivisione dell’iniziativa non da meno, utilizzando l’hashtag#condiviunacocacola su social come Twitter edInstagram o personalizzando la propria lattina virtuale utilizzando una specifica App e caricando foto del proprio “momento Coca Cola” sul sito ufficiale Coca Cola. Nel corso del tour estivo Coca Cola sarà poi possibile anche ricevere la propria lattina personalizzata con un nome a scelta non trovato tra quelli già realizzati.
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From 8 May to August 2013, Italy to attract attention to an initiative unique in the European market for brand Coca-Cola. L 'initiative consists of a campaign of customization, "Share a Coke", with which it will be put on the market 350 million cans and bottles (Coca-Cola, Coca-Cola light, Coca-Cola Zero) produced within 7 Coca Cola factories which are located in Italy, which will lead, in place of the Coca Cola logo, the 150 most common first names in Italy, in addition to the most common generic names ("Mom", "friend", etc..) and the ways of say more popular especially among teenagers (the "VIP", "genius", etc.).
The initiative was launched on the day of the 27th anniversary of the company and is also unique because in the 127 years of the history of Coca-Cola has made cultural changes (such as the theory which would attribute the color change from blue to red dress red Santa Claus after use in an advertising campaign just Coca Cola), but has never changed its visual identity. But then why do it now? Surely to get closer to their customers, as to thank them, because they are the ones that actually led to the company's success. The idea comes from some of the desire to be closer to the public, to involve more and more. So what better way to invite him to look for the pack of Coca Cola Personalized most suitable for you, to collect or to give to friends and family? "Share a Coke" then makes protagonists of the campaign especially the young people who, you know, are the best consumers of the drink!
And even on the network will trigger a mechanism of involvement in the campaign and sharing initiative not least, using the hashtag # condiviunacocacola on social edInstagram like Twitter or customizing your own virtual tin using a specific app and uploading photos of their "Coca time Cola "on the official Coca Cola. During the summer tour Coca Cola you can then also can receive their personalized with a name of your choice not found among those already made.
tr.
From 8 May to August 2013, Italy to attract attention to an initiative unique in the European market for brand Coca-Cola. L 'initiative consists of a campaign of customization, "Share a Coke", with which it will be put on the market 350 million cans and bottles (Coca-Cola, Coca-Cola light, Coca-Cola Zero) produced within 7 Coca Cola factories which are located in Italy, which will lead, in place of the Coca Cola logo, the 150 most common first names in Italy, in addition to the most common generic names ("Mom", "friend", etc..) and the ways of say more popular especially among teenagers (the "VIP", "genius", etc.).
The initiative was launched on the day of the 27th anniversary of the company and is also unique because in the 127 years of the history of Coca-Cola has made cultural changes (such as the theory which would attribute the color change from blue to red dress red Santa Claus after use in an advertising campaign just Coca Cola), but has never changed its visual identity. But then why do it now? Surely to get closer to their customers, as to thank them, because they are the ones that actually led to the company's success. The idea comes from some of the desire to be closer to the public, to involve more and more. So what better way to invite him to look for the pack of Coca Cola Personalized most suitable for you, to collect or to give to friends and family? "Share a Coke" then makes protagonists of the campaign especially the young people who, you know, are the best consumers of the drink!
And even on the network will trigger a mechanism of involvement in the campaign and sharing initiative not least, using the hashtag # condiviunacocacola on social edInstagram like Twitter or customizing your own virtual tin using a specific app and uploading photos of their "Coca time Cola "on the official Coca Cola. During the summer tour Coca Cola you can then also can receive their personalized with a name of your choice not found among those already made.
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