Coca-Cola is distributed in more than 200 countries and regions and so they need to connect with their audience within an international context. This year Coco-Cola went one step further from plastering consumer names on their drink bottles and cans to show they were clearly not a one hit wonder.
Being a big Coco-Cola fan I was really drawn to their “wish in a bottle” campaign. With Christmas around the corner and the spirit of all things magical, it is the perfect time to launch. A way to inspire a fruitful relationship between consumers and their brand is to identify their needs. Bearing this in mind, Coco-Cola used insight into its consumers in Dubai to develop an emotional connection with the brand. Dubai is a holiday destination which is known for its stylish and luxury apartments, exotic beaches and vibrant skylines. However, Coco-Cola spun this on its head and rather than base their campaign on glitz and glamour, they moved towards a more heartfelt message. The brand recognised that behind this drive for success and thriving economy of Dubai were hard workers (citizens and immigrants) who were working hard to earn money to send to their families.
A key message of the heart-warming campaign #WishUponACoke centred on bringing families together. The campaign’s initial launch was at Dubai International Airport where Coca-Cola offered the gift of excess baggage which most of us would gladly accept. The brand also put several bright red “Wish Booths” across Dubai which provided an outlet for the people to make a wish for their families and loved ones. Coco-Cola used its research and cultural considerations to produce an effective campaign which was evidenced when the wish code was written in English, Hindi, and Urdu to cater to the fact that majority of the workers were from India, Philippines, and Pakistan.
What made the campaign even more amazing was how Coco-Cola selected wishes on a random basis to make some wishes come true. The campaign was consistent in its message to deliver happiness and fulfil wishes. One example to highlight this was how the brand helped rebuild Ashraf Alam’s parents’ roof in India which was damaged by extreme weather conditions. I feel that through this there was a sense of integrity and trust being built through the brand as not just a drinks company but a brand which cares. Another example was in the Philippines where the team helped Rhodora’s elderly mother open a grocery store to stop her from carrying her stock from door to door. The campaign aimed to create lasting moments which people would remember and cherish.
In Israel during the Summer Love (annual camp event), Coco-Cola attempted to develop a connection with teenagers by creating unique bottles. When opened they would send a signal to a drone nearby which was programmed to open a firework to mimic a shooting star. Coco-Cola literally proved that the sky is the limit when it comes to creativity (pun intended). Again Coco-Cola made one teenager’s dream come true as he was called to the stage to open his bottle. He wanted to DJ at a big party and Coco-Cola granted him that wish by inviting him to DJ at the Summer Love party that same night.
Coco-Cola delivered on its promise to spread happiness and kept the consumer at the heart of their campaign which is why it was so effective.