Across Europe, Coca- Cola is asking people to share more than just a Coke. In doing so it has created an ingenious campaign that not just extends its brand value but has also increased social engagement.
Key to the campaign is Coca-Cola popping the bottle cap on the insight that in Romania, 60% of people don’t eat meals together. Instead, they eat alone in front of the TV. With the help of ad agency MRM Worldwide-Romania, Coke created a series of TV ads around the theme of “Let’s Eat Together.” Central to the ads was the agency and Romania’s Pro TV inserting live Tweets into the commercials, many of them invitations for people to come over for dinner.
In a matter of weeks, hundreds of live Tweets aired in the commercials and by Coca-Cola’s account the campaign earned more than a million social media impressions.
The campaign has expanded now to Italy where celebrity chefs created meals for total strangers all with the goal of getting people to sit down together to share a meal.
Of course, the strategy of the campaign is to boost sales by increasing rate of use. Coca-Cola has been exceptionally effective getting consumers to associate Coke with happiness. In this campaign, Coca-Cola is encouraging people to not just share a Coke during a pleasurable moment, but during dinner. In the process it has also encouraged them to share the experience on social media.
It’s a powerful brand extension executed wonderfully by a powerful brand. Who’s hungry?