In a collaboration with HP Inc, Coca Cola has brought the Share A Coke campaign to India reports F&B News. The aim of the company is to bring unique experiences and enhance personal engagement with the consumers says the report.
Relationship Based Labels
The campaign directs towards creating a sentiment for relationships a person shares with friends and family and how little moments like sharing a Coke are worth celebrating. The Coca-Cola bottles, says the report can be seen with 20 different relationships like Bae, Bro, Dude, BFF, Dad, Mom, Daughter, to name a few under the broad banner of Har Rishta Bola, Mere Naam Ki Coca-Cola.
“This campaign aims to encourage Indian consumers to celebrate relationships that have evolved over the years and reignite them by creating a moment of happiness that comes from sharing a Coke,” Ajay Bathija, director, colas, Coca-Cola India and South-West Asia told F&B News. The campaign has also kept regions in mind and created labels in 12 languages of English, Hindi, Tamil, Telugu, Kannada, Bengali, Malayalam, Oriya, Assamese, Gujarati, Punjabi and Marathi.
The labels also come with little description of each relationship like Grandad, Old School, Yet Cool; Grandma, Scolds me. Spoils me; Bro (Trouble maker. Merry maker) and so on. Commenting on the collaboration with HP Indigo, Bathija told F&B News, “We are delighted to partner with HP for the Indian spin of our Share A Coke campaign, that takes a refreshing new look at relationships.”
Share A Coke Campaign
“The campaign comes at a time when brands are increasingly focusing on targeted marketing campaigns to engage with customers on a personal level, and this has resulted in the rise of customisation and personalisation,” HP, A Appadurai, country manager, HP Indigo Graphics Solutions Business, India told F&B News.
“The changing tastes of consumers in packaging of goods has the potential to chip away the market share of brands, as customers’ value packaging with a personalised touch, which adds to the overall emotional quotient of the customer. As a pioneer in changing the digital printing landscape, HP is progressively focusing on offering innovative solutions for them,” he added.