UNDERSTANDING COCA-COLA ADVERTISING CAMPAIGNS:

A STRATEGIC ANALYSIS OF THE ‘SHARE A COKE’ CAMPAIGN

Thesis

By

Tatiana Fetisova

Submitted in Partial Fulfillment of the Requirements for the degree of Bachelor of Arts

Communication and Mass Media

State University of New York in Prague

Empire State College

2015

Reader: Professor Silvia Chelala

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Acknowledgement

I would like to thank the University of New York in Prague and the Empire State College

for the opportunity to study in a stimulating learning environment. I would also like to

thank my professors and most of all my advisor, Todd Nesbitt, from the Communication

and Mass Media Department and William Cohn for the knowledge that I gained

throughout the years of studying in the university. Moreover, I would like to express my

gratitude to my mentor, Silvia Chelala, for all the suggestions and feedbacks that enabled

me to complete this research thesis. In addition, I am eternally indebted to my family and

friends, who were always willing and available to provide the necessary supports during

the good and the not so good times irrespective of the distance while I was studying and

during the entire duration of completing this research thesis. Thank you all.
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Table of contents
Acknowledgement………………………...…………………………………………......ii
Table of Contents……...……….………………………………...……………………...iii
Tables, Figures, Illustrations and Appendix A……………...…………………….…….iv
Abstract……………………………...………………………………………………..….v

Chapter 1: Introduction
1.0 Introduction ................................................................................................................. 6
1.1 Aims of the Research .................................................................................................. 7
1.2 Objectives and Research Questions ............................................................................ 7
1.3 Introduction to Advertising and Brand ....................................................................... 7
1.4 Coca-Cola and Advertising: Radio, Television, the Internet and the PrintMedia .... 14

Chapter 2: Research Methodology

2.0 Research Method ...................................................................................................... 20
2.1 Research Approach and Strategy .............................................................................. 21
2.2 Required Researh Data and Sources ......................................................................... 23
2.3 Method of Research Data Collection ........................................................................ 24
2.4 Primary Researh Data - Questionnaires Survey ....................................................... 25
2.5 Secondary Research Data - Literature Review ......................................................... 26
2.6 Researh Sampling Strategy ....................................................................................... 27
2.7 Ethical Considerations .............................................................................................. 29

Chapter 3: The 'Share a Coke' Campaign: The Analysis

3.0 The 'Share a Coke' Campaign: The Literature Review Analysis .............................. 31
3.0.1 'Share a Coke': The Integrated Brand Promotional Tools Analysis ............... 31
3.0.2 'Share a Coke': The Advertising Campaign Analysis ..................................... 38
3.1 The 'Share a Coke' Campaign: The Questionnaires Survey Analysis ...................... 41
3.2 The 'Share a Coke' Campaign: The Semiotic Analysis ............................................ 43

Chapter 4: Conclusions
4.0 Conclusions ............................................................................................................... 45
Appendix A: Questionnaire for participants of the survey ............................................. 47
Works Cited .................................................................................................................... 49
Bibliography ................................................................................................................... 53
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Tables, Figures and Illustrations

Figure 1: The link between theory and data ................................................................... 22

Figure 2: Types of research data ..................................................................................... 25
Figure 3: Samples of Share a Coke Adverts. .................................................................. 43
Figure 4: Virtual Share a Coke with Tatiana .................................................................. 46
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Abstract
This research thesis seeks to investigate, analyze the phenomenon success of the “Share

a Coke” campaign across the world. Identifying the role of the appropriate advertising

media as well as the influence of the brand recognition in making the campaign

successful. To achieve the aim and objective of the research, the researcher embarked on

a systematic qualitative research based investigation and analysis of the research data to

arrive at a conclusion that is valid and reliable. The first part of the investigation focuses

on advertising, identifying its complex nature as well as the media for presenting it to the

consumers.

Brand, it meaning in the context of Coca-Cola and the different aspects of brand

marketing were also investigated and identified. All these investigation were carried out

through a comprehensive and expansive library search. Using all the tools of qualitative

and quantitative social research by applying the mixed method approach. The secondary

research data collected and used were mainly collected from textbooks, academic journals

and other secondary research data sources like the Website of Coca-Cola Company. Apart

from the secondary research data, a questionnaire survey was conducted to sample the

opinion of some of the target consumers of the campaign.

All the different research data collected were then analyzed using the multiple approaches

that include literature review analysis, quantitative analysis of the survey questionnaires

and a semiotic analysis of samples “Share a Coke” campaign advertisements. The

research concluded that the success of the campaign was based on the effective use of

nontraditional and traditional media in an integrated manner that communicated the

message to the target consumer in the most effective way possible.

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Chapter 1

Introduction

1.0 Introduction

There is perhaps no other brand known across the world more than the Coca-Cola brand,

from the dense jungle of the Amazon in Brazil to the Australian outback, from Cairo, Egypt

to Cape Town, South Africa there is only one brand whose presence and appeal cut across

culture and religion and that brand is Coca-Cola. Coca-Cola did not become a worldwide

brand by remaining in the obscurity of its humble beginning. Neither did the brand transmit

itself into the nooks and crannies of the world by any magical or mystical act. The Coca-

Cola brand was the product of decades of excellent advertising campaigns in different

languages and different medium.

In this research, the catalyst behind the growth of the Coca-Cola brand from its origin to all

the different continents of the world that is, advertising campaigns will be investigated and

analyzed. The research is a qualitative research that examines the strategies behind one of

the many successful advertising campaigns that are behind the Coca-Cola brand. To

understand the advertising campaigns carried out over the years by Coca-Cola, the researcher

focuses on one focal advertising campaign called the ‘Share a Coke’ campaign. The analysis

of the ‘Share a Coke’ campaign will be preceded by a step-by-step methodology of

investigation of different aspects of the advertising campaign. The research starts with a

clearly articulated research methodology. This thesis will then look at advertising in the

global perspective to enable the research look at what advertising is in the global context.

The detailed examination of the Coca-Cola ‘Share a Coke’ campaign the focus of the main

part of the research. This research will be brought to a close by the drawing up of reliable

and valid conclusions on the research topic.

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1.1 Aims of the Research

The aim of the research is the understanding of the essential role of the appropriate

advertising campaign in the success of the Coca-Cola brand using the ‘Share a Coke’

advertising campaign as the focal campaign.

1.2 Objectives and Research Questions

The central objective of this research is the understanding essential role of advertising in the

creation of the success of the Coca-Cola brand. The research questions that will make the

understanding of the essential role of advertising campaigns in the Coca-Cola brand are:

i. What is the role of advertising in Coca-Cola brand recognition across the world?

ii. Why is advertising important in brand loyalty?

iii. What is the strategy behind the ‘Share a Coke’ campaign?

1.3 Introduction to Advertising and brand

When the term advertising is mentioned in any situation, there is a tendency for the average

individual to assume advertising as a means of persuading the consumer to buyer a product

or an idea. The assumption while correct does not present the entirety of the meaning of

advertising. Advertising is at the core of this research, and as such, the concept of advertising

will be explored in detail. In this introductory chapter however, the discussion is limited to

presenting the foundations for the detailed examination of the concept later in the research.

In light of the above statement, advertising is more than the presentation of products or ideas

in a way that persuades. Advertising plays essential role in all aspect of life today, from

marketing, communication, economic to sociocultural roles. All these different roles of

advertising will be examined in due course, but for now, what is advertising in its entirety?
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The Australian Association of National Advertisers (AANA) provided a rich and complete

explanation of what advertising is as it relates to the focus of this research. The AANA

(2012) describes advertising as:

“advertising means any material which is published or broadcast using any medium
or any activity which is undertaken by, or on behalf of an advertiser, and over which
the advertiser has a reasonable degree of control, and that draws the attention of the
public in a manner calculated to promote or oppose directly or indirectly a product,
services, person, organization or line of conduct” (cited in Moriarty et al., 2015, p.4).

The AANA description of what constitutes advertising, it is clear that it is a far more than

what an average person ordinarily would have considered as advertising. Advertising is not

only about promoting a product or ideas, it can and sometimes is about discouraging the

attraction to certain products and ideas. The anti-smoking advertisement on television, radio

and in print around the world is a good example of advertising to discourage the interest in

certain products. What about ideas, there is no better time in the history of the world than

the present to identify how advertising is been used to discourage certain harmful ideas.

The increasing insecurity across the globe from Islamic fundamentalist who are recruiting

dissatisfied youngsters across the Western world to the idea of an eternal reward based on

the mass killing of innocent people is an idea that is harmful to society that advertising is yet

again used to discourage. There are advertisements on television, cinemas, radio, and

popular magazine that are have advisement that is being used as educate the youth against

these harmful ideas. The two examples of how advertising is being used to discourage the

interest in harmful product and idea is also an indication of the sociocultural role of

advertising. Similarly, advertising is present as the tool of marketing products and ideas that

are of benefit to the consumers and society as a whole. This marketing aspect of advertising

is what the central idea of this research is focused on.

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How did Coca-Cola able to use advertising effectively to the level that its brand is known

across the world. The achievement of Coca-Cola is possible because the company was able

to utilize the advertising tool available in not only its sociocultural and marketing role as

already seen above. The company has been able to take advantage of the communication

role of advertising and its economic role. This introductory examination of advertising will

not be complete without looking at how the four identified roles of advertising that is, the

marketing, the communication, the economic and the sociocultural role and its relation to

Coca-Cola.

Advertising plays a marketing role when it presents the required products or ideas to the

target market. This is taken into consideration by Coca-Cola advertising campaigns through

the identification of the specific target market that would be interested in drinking Coca-

Cola. The company uses the marketing mix to make their products available in the places

where young people frequented presenting advertising with young people looking happy and

in celebrative and active mood. Places such as sporting arenas, cinemas, universities and

colleges campuses.

The company provides its products at prices within the affordability level of the average

teenager. The Coca-Cola Company understands of the effectiveness of the marketing role in

reaching its target customers through the clever presentation of its brand to the customer

through the deployment of all the four Ps’ of marketing mix. The communication role of

advertising and its use by Coca-Cola brand success include the use of the right

communication tools to present its brand in the best light. Moriarty et al (2015) explained

that advertiser’s communication “informs consumers and transforms a product by creating

an image that goes beyond straightforward facts” (p.6). The Coca-Coca brand is seen around

the world more than just as what it actually is that is, a soft drink.
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There are millions of different brands of soft drinks available around the world, but none is

recognized in the same way as Coca-Cola. A classic example is the transformation of Coca-

Cola is the transformation of Coca-Cola as the drink of Santa Claus the Christmas number

one image across the world. The bright red clothing of Santa Claus was a branding done by

the Coca-Cola Company. Today, the Christmas season is associated with Coca-Cola

advertising campaigns that are inspiring to consumer across the world. The company was

able to transform it brand from an ordinary soft drink to the brand that is recognized as

distinctive with celebrations such as the Christmas celebration.

The economic role of advertising is that of a facilitator of the exchange of for particular

brand. Advertising tends to flourish in societies that are economically buoyant, where supply

seems to exceed demand (Moriarty et al., 2015 p.7). Advertising in different economic

environment is an indication of the understanding of the environment. Coca-Coca brand is

not advertised in the same way in the Western world as it is advertised in the third world

countries. The company has being able to adapt its advertising practices in such an

environmental economic conscious way that it can the same Coca-Cola brand in New York,

U.S and Libreville, the Congo.

This understanding of economic situation and advertising place in it is a part of what makes

the Coca-Cola brand a global brand. The final role of advertising that the Coca-Cola brand

is using to its advantage is the sociocultural role of advertising. The Coca-Cola Company

targets certain segment of the society based on the sociocultural understanding of the society.

What exactly is the Coca-Cola brand that makes its some appealing to many? What is the

relationship between brand and advertising of the products? This is examined in the next

section by looking at brand.

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The brand of any organization Coca-Cola inclusive is a name, term, design, symbol, or any

other feature that identifies company’s product as distinct from those of other companies

(Pride & Ferrell, 2013 p.283). Coca-Cola Company’s name and the company’s term such as

Coke are part of the brand of the company. The Coca-Cola brand includes the logo of the

company’s products, the colour or colours that are associated with a specific product such

as the bright red colour of Coca-Cola label. The signature like manner in which the Coca-

Cola name is written on its packaging is part of the company’s brand.

The part of the brand that is not just a symbol or term that can be spoken is referred to as the

brand name (Pride & Ferrell, 2013 p.283). The brand names of the company’s product are

as important as the brand symbols. The brand name enables companies to advertise their

products on the radio where the advertising does not include images of the product but just

sounds that is spoken part of the brand that is, the brand name. The necessities of the many

differentiating symbols, names and terms attached to a product through branding are not just

for the benefits of the company that owns the right to the trademark.

It is also means through which consumers differentiate the product of one company from

another, Coca-Cola brand can be differentiated from Pepsi Cola by all the different aspects

of brand already mentioned. The consumer is able to distinguish between Coca-Cola and

Pepsi upon sighting the two products. Brand enables the customer to differentiate between

the two products though both share similar physical characteristics and perhaps sold at

similar price. The importance of brand to the advertising of a product is numerous. The

central importance of brand in advertising of product however can be summed up as follows,

“a brand makes value visible: value in the product or service and value in the corporation”

(Everhard cited in Davis, 2005 p.32). The value of the brand such as Coca-Cola is made

visible through advertising.

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The value of the company behind the brand is also projected to the world through advertising.

Without the advertising to project the brand to different target markets, the brand may be

valuable and indispensable, but will not amount to much if the consumers are not aware of

it. The role of advertising in branding is thus, presenting the brand to the customers. Brand

through the medium of advertising creates relationships, relationships between the company

that owns the brand, the consumers that are loyal to the brand and the brand because it help

the brand to stand differentiated from the other brands in the markets (Davis, 2005 p.32).

Another important part of brand that is receive limited attention in association with

advertising in ensuring that companies behind the brands avoid any perception of

misconduct. Davis (2005) explains how brand and advertising forces the company to conduct

its affairs with optimum integrity using the example of Enron in 2001. The failure of the

leadership of the company affected the Enron brand that it became impossible for the

company to continue as a going concern (p.32). Companies such as Coca-Cola supports

thousands of jobs across the world, produces many products that are unconnected with the

Coke brand.

Any misconduct on the part of the company that may damage the star brand of the company

can drag the whole organization down that it will become impossible for it to continue as a

going concern. This means other products in its line will also be discontinued or sold off.

Companies irrespective of the sector or market they operate, guide their brand jealously

because of the possibility that any serious damage to the brand due to misconduct can destroy

the whole organization. There several aspects of brand that relates to the people and society

where the brand is recognized and accepted. The brand is presented through advertising in

such a way that it aligns perfectly with the culture of the society in which it is being

presented.
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Advertising often appeals to what is lacking in society in countries where family is part of

one’s identity, advertising of brands in this type of society focuses less on the family (de

Mooij, 2014 p.1). This situation is reversed when the brand is being advertised in societies

where family coherence is lacking, that is, the advertising of brand in this type of society

focuses more on featuring happy families in brands advertising (de Mooij, 2014 p.1). Brands

functions as a means of communicating with society.

This is the reason why the concept of personality branding which is the presentation of

human being as a brand with attributes such as seriousness, warmth, imagination, sincerity

(de Mooij, 2014 p.29). This is evidenced in the branding of Coca-Cola as a brand with the

warm, friendly and hardworking image of Santa Claus. The adoration of the image and

personality of Santa Claus is transfer unto the Coca-Cola brand because of the continuous

advertising of Coca-Cola using Santa Claus. This is the same communication role that leads

to the advertising of brands with sports personalities and celebrities.

The intension of the brand advertisers is to transfer the personality that the public sees and

love about the athlete or celebrity is transferred to the brand. The communicating of brand

to the public in this manner creates iconic or myth brands. According to Douglas Holt, icon

or myth brands are powerful brands such as Marlboro, Nike, Coca-Cola and Mountain Dew,

(cited in de Mooij, 2014 p.30). Iconic or myth brands derive their value from how well they

are transmitted to the society. In the next section, the researcher examines Coca Cola’s

brands advertising media.

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1.4 Coca-Cola and Advertising: Radio, Television, the Internet and the Print Media

It is essential to make it clear that the researcher is not aware of any particular medium of

advertising that can be considered best amongst the different media that Coca-Cola uses to

advertise its iconic brand. The research into the advertising media used by Coco-Cola is

mainly an investigation to identify the ways that these three selected media have been used

by the Company in achieving its brand iconic status. According to Shimp and Andrews

(2013) the significance of an advertising medium depends on the circumstances confronting

a brand at a particular time; consumer behaviour, the advertising objective, the target market

towards which this objective is aimed, and the available budget (p.316). The claim by Shimp

and Andrews above clearly indicates the multiplicity of the factors that are behind the

decision that companies make in respect of the medium of advertising their brand, Coca-

Cola inclusive.

The advertising media of radio, television, the Internet and print were selected as they

represented the core of the advertising media available to any organization irrespective of

their business sector. These media of advertising were also selected because of the fact that

an average organization uses majority of the four depending on the factors already

enumerated by Shimp and Andrews above. The multinational corporations such as Coca-

Cola take advantage of all advertising media available. While all the four media of

advertising brands listed are independently viable as a medium of adverting. There is

interconnectivity between all the four due to the emergence of the Internet as a medium. The

Internet is able to prove access to the other three media. There are thousands of radio stations

available online as Internet radios. The Internet provided access to television without

actually using the television monitor, but through gadgets such as smartphone, tablet, and

desktop PCs. The print medium is not immune to the increasing encroachment of the Internet

either; newspapers and magazines today have digital versions.

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Radio as a Medium of Advertising Coca-Cola Brand

According to the Outdoor Advertising Association of America, (OAAA) (2015) “driven

largely by the increase in the length of consumer commutes, the number of people listening

to the radio has grown over the last decade” (para. 16). The focus of companies such as

Coca-Cola advertising their brands is to reach as many consumers as possible. With the

increasing number of consumers listening to the radio, there are also an increasing number

of organizations investing their advertising budgets in radio jingles to reach the consumers.

While the breakdown of the specific amount the Coca-Cola Company spent on advertising

through the medium of radio is not available. The available figures show that the company

spent $2.9 billion on advertising in 2010, up by 4.5 percent on the 2009 figure (McWilliams,

2011 para.2). The specific amount spent on other advertisements media were disclosed only

to the U.S. Securities and Exchange Commission (McWilliams, 2011, para. 2).

There are over 4,500 radio stations streaming content online through local websites,

providing one-on-one connection with listeners (OAAA, 2015 para. 18). The Coca-Cola

company relationship with radio as a medium of advertising its brands either as sponsor of

popular shows or outright purchase of airtime go as far back as the 1930s and 1940s

(Bucherati, 2013 para. 3). The company has been using the radio as the medium of reaching

its consumers for over 80 years. With the disclosure of the over, $2.9 billion advertising

expenditure in 2010 and some of the money invested in radio advertising show that the

company must be getting a good return on its investment in through the medium. There are

several benefits to the company for advertising through the radio medium. Some of these

benefits include the capability to target specific consumers, inexpensive in comparison to

other traditional broadcast media, the frequency can be built quickly, and not seasonal

listeners’ erosion (OAAA, 2015, para. 19).

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Television as a Medium of Advertising Coca-Cola Brand

As was the case with radio advertising the Coca-Cola Company was among the first

organizations to take advantage of the mass media as a venue for projecting the company’s

brand to the world. The first television advertising by the company in the United States was

broadcasted on Thanksgiving Day 1950 on the Edgar Bergen Charlie McCarthy television

special (Ryan, 2012, para. 1). The company’s first broadcasted advertising on television in

England was after the Television Act of 1954 allowed the creation of Independent Television

Network because the BBC does not accept advertising (Ryan, 2012, para. 1). The Coca-Cola

Company’s quick understanding of the potential of television in the United States and its

reaction to the changes in law in England shows the company long history of effective use

of advertising of its brands on the television and taking full advantage of the benefits its

brought its brands.

While the benefit of advertising its brands on television in the early days of the medium

provided the company enormous benefits, the opportunities that television provides

currently is almost limitless. The seemingly limitless of the benefits of advertising on

television to companies such as the Coca-Cola Company can be summed up by two points.

“First, the diversity of communication possibilities allows for outstanding creative

expression of a brand’s value…second, once this expressive presentation of a brand’s value

is prepared, it can be disseminated to millions of consumers through multiple channels

broadcast”(O’Guinn et al., 2015 p.271). Television advertising is an expensive investment

depending on which of the four broadcast channels the company wishes to invest its limited

advertising budget for the highest return in terms of exposure of the brand. There are four

basic categories of television currently available for organizations such as the Coca-Cola

Company to invest their advertising budget. These are the network, cable, syndicated and

the local television (O’Guinn et al., 2015 p.271).

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The Internet as a Medium of Advertising Coca-Cola Brand

The enormous power of the Internet as a medium of advertising brands was briefly explained

in the first part of this section of the research (Section 1.4, page 9 above). To appreciate the

enormity of the capability of the internet, the first thing to consider is the fact that it is the

only advertising medium among all the four examined in this section that has the capacity to

swallow all the functions of the other three advertising media. Internet advertising started to

gather influence in the 1990s, but today it is the fastest growing media segment in the world

(OAAA, 2015 para. 34). The most impressive aspect of the increasing influence of the

Internet as a medium of advertising is not limited to its growing influence but the fact that it

is assuming the functions and roles of the other three. Some statistics on the Internet shed

more lights on the phenomenon.

Nearly 100 million homes in the United States have internet access and over 90 percent of

these household uses the broadband connection providing access to television streaming

online (Apple TV for example), radio streaming online (over 4.500 in the U.S alone), online

movies network such as Netflix, the most significant part of these data is that fact that the

average household spends over 25 hours online per week (Magna Insights cited in OAAA,

2015, para. 34). The Coca-Cola Company as any interested advertiser will be interested in

being able to keep its brand in front of these large numbers of consumers for 25 hours per

week. There no available data on the amount of resources the Coca-Cola Company commits

to Internet advertising. The company however have provided that it is using Internet

advertising as a medium to reach the new generation of consumers. Especially through social

media, which is another aspect of Internet medium that was not discussed. The other

opportunity, which the company is taking advantage of, is mobile advertisement on

smartphones.
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The Print as a Medium of Advertising Coca-Cola Brand

The print medium is one of the main mediums of advertising brand to the general public.

The print medium however is also the medium facing the biggest threaten from the

expansion in the digital medium. Despite the increasing difficulties faced by the print media,

which include newspapers and magazines, it is still formidable as a brand-advertising

medium. The enormity of the position of the print medium is made clearer when the

consumer reach of the two principal media within the medium is objectively expressed. The

newspaper for a start according to Shimp and Andrews (2013):

“Newspapers reach approximately 48 million U.S. households during the week and
about 49 million on Sundays. For either print or online versions, 41 percent of all
adults in the United States read a daily newspaper, and about 46 percent read a
Sunday newspaper…Television and radio both surpass newspapers as medium that
receive the greatest amount of advertising expenditures ”(p.316).

The Coca-Cola Company is aware of the amount of customers that its advertising can reach

through newspapers medium, the reason the company is increasing its advertising budgets

in the next three years from the $2.9 billion reported in 2010 (see page 10 above). The World

Street Journal (WSJ) (2014) reported, “Coca-Cola is increasing its advertising budget by $1

billion in the next three years; its budget was $3.3 billion in 2013” (cited in McQuilken, 2014

para. 2). The breakdown of the company’s advertising budget into is not available; it is

however safe to assume that part of this huge budget will be invested in the print medium.

Newspapers remain one of the most expensive advertising medium with as much as $25

charge for every 1,000 people who might see an ad covering a half page of a newspaper

(OAAA, 2015, para.23). The medium would not have been able to maintain the high level

of patronage it does without the advertisers been able to reach the core customers that the

advertisers want to reach which means the newspaper is viable medium. The other principal

print medium is the magazines.

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Magazines are considered a mass medium that is; it reaches across all spectrum of society.

There are thousands of special interest magazines on thousands of different interests. This

medium therefore presents companies such as Coca-Cola opportunities to reach specific

customers through their lifestyle interests. There are sport magazines that cater for the needs

of sport fans and within this segment of the magazine medium are also the sport specific

magazines. American football magazines for the sport fans and ice hockey sport magazines

that are focused on the need of the fans of that particular sport.

Magazines are not providing opportunities for advertising brands through sports fans focused

magazines only. There are gender segmented magazines such ‘Cosmopolitan magazine’ that

millions of women across the globe read. The ‘GQ’ magazine is another gender specific

magazine that focuses on issues that concerns men and is a usual leisure reading for millions

of men across the world. Coca-Cola Company can and do produce adverts that are designed

for these types of magazines with the aim of reaching the readers whether the ones for men,

women or sport fans.

“There has been major development in recent years wherein marketers of specific brands are

developing newsletters and magazines that focus on their brands and issues related to these

brands and the interests of the brand purchasers” (Shimp & Andrews, 2013, p.327). There

are several of these customized magazines produced by the Coca-Cola Company to reach

specific consumers of its brands. The first of these customised Coca-Cola magazine was

published in November 1926 and many more have being established since then including

the Image. All these different magazines provided opportunities to reach consumers through

their gender, sport interests or occupation.

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Chapter 2

Research Methodology

2.0 Research Method

Research method is a set of techniques that are recognized by majority of social scientists as

being appropriates for the creation, collection, coding, organisations and analysis of the

research data (Perri & Bellamy, 2012, p.9). The choice of research method for this research

was motivated by two reasons, first, the desire of the researcher to collect, organised and

analysed the research data in such a way that the most reliable and valid findings are arrived

at. Second, the appropriateness of the chosen method to the type of research design.

In this chapter of the research thesis, the researcher will identify the research approach and

strategy and all aspects of the research methods that form the basis for the collection,

organization and analysis of the research data. Wells et al., (2011) explains, “determining

the appropriate research method relies on understanding two basic research criteria: validity

and reliability” (p.185).

Of the several different methods available for this type of research, the two most popular are

the qualitative and quantitative research methods. However, there is no specific research

method that can be considered to be defect free or more accurate in its findings than the

others available to the researcher. This is reason why the researcher decided to applying the

mixed research method to this research. The mixed method involves combining or

integrating of qualitative and quantitative research and data in the research (Creswell, 2014,

p.14). This research method approach uses research tools from both qualitative and

quantitative methodologies to answer the research questions (Collins, 2010, p.48). This

method grant the researcher the opportunity of taking advantage of the benefits of qualitative

and quantitative methods while at the same time removing the limitations thus enabling the

researcher to arrive at the most reliable and valid conclusion possible.

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2.1 Research Approach and Strategy

Research methods irrespective of whether it is qualitative, quantitative or mixed methods are

often associated with two broad approaches that is, inductive and deductive (Wilson, 2010,

p.7). The inductive research approach is more often associated with interpretive and

qualitative research based on the ways of research data collection and analysis to arrive at

the development of a theory (Gratton & Jones, 2004, p.27). Gratton and Jones (2004) argued

further that deductive on the other hand is more generally associated with positivist and

quantities research, which involves the development of an idea or hypothesis from an

existing theory that can be tested through data collection (p.25).

Based on the arguments of Gratton and Jones above, the choice of approach to a research

can be assumed to be linked to the researcher’s foundational philosophy. If the researcher

therefore decided to conduct a research study through the qualitative research method the

appropriate research approach should ordinarily be inductive approach. In the same light, if

the researcher’s research was conducted on the basis of quantitative research method, then

the approach should be the deductive approach. In this research however, the researcher is

combining both the qualitative and quantitative research method. The challenge then is

which of the two approaches is most appropriate to this unique research method?

The answer to this important question is provided by Gratton and Jones (2004) when they

argued that inasmuch as it is important to be aware of these research traditions and

approaches, it is important that a researcher is not too constraint by them. Rather, the

researcher should choose the approach that best suits the objectives of the research (p.28).

The researcher’s choice of research approach to this research is the deductive research

approach because it is the most appropriate in enabling the researcher to achieve the research

objectives.
 22

Deductive Research Approach

The deductive research approach is the approach that the researcher applies in answering the

research questions of this research thesis. The deductive research approach is different from

the inductive approach because it begins and applies well-known theory to the research

unlike the inductive research approach, which involves the creation of the theory itself

(Wilson, 2010, p.7). In this research thesis, the research does not intend to create a new

theory about the successes of Coca cola advertising campaigns, but rather to investigate the

successes of the campaign using existing theories of advertisement in answering the research

questions.

Figure 1: The link between theory and data adapted from Nestor and Schutt, 2014, p.28.

Nestor and Schutt (2014) explain inductive research approach is sampling the process of

reasoning that proceeds from a general theory to particular data (p.30). The explanation of

Nestor and Schutt further establishes the process of deductive research approach as

originating from established theory collecting data and drawing up conclusions based on the

postulations of the existing theory and collected data (Figure 1). Cargan (2007) describes

deductive research approach as general theoretical statements developed independently to

the data collected…deductive theories are usually developed through the study of literature

(p.31). This research thesis will rely heavily on literatures in compliance with the

requirement of the deductive research approach.

 23

2.2 Required Research Data and Sources

Blaikie (2010) explains that “a critical stage in any research is the process of selecting the

people, events or items from which or about which data will be collected” (p.23). As

expected there are several information sources available to the researcher. The mixed method

research application in this research thesis signals the necessities of sourcing research data

from not just a single source, but multiple sources. There are certain research data that are

synonymous with either the qualitative or the quantitative research method.

Apart from the indications of the research methods requirement of specific research data and

their sources, the research approach adapted for this research also is an indicator of the

inevitability of using literatures already in existence that is, secondary sources of research

information. The qualitative research method on the other hand requires originally generated

research data applying the appropriate techniques to source the data from the right sources.

Apart from these clear indicators of the sources of research data and their requirements,

Neelankavil (2007) postulates that “the critical factors in data source selection are cost, time

(how long it takes to obtain the information), and the appropriateness of the information to

the current problem” (p.49).

The research data requirement and sources for this research thesis is informed by three

critical factors. First, the research method choice that is the mixed method, second, the

research approach that is, the deductive research approach and third, the desire of the

researcher to eventually arrive at a valid and reliable conclusion. Based on the arguments

above, this research thesis will require secondary research data that will be sourced from

textbooks, academic journals and information available on the Coca-Cola Company website.

The research thesis will also require primary research data that will be sourced through the

conduct of a simple questionnaire survey.

 24

2.3 Method of Research Data Collection

There is various factors determining the particular data collection methods choice of any

researcher, but the defining factors of the specificity of the research data collection method

are the nature of what the researcher is interested in finding out, the particular characteristics

of the research and the sources of the specific information required (Walliman, 2001, p.226).

The researcher interest is focused on finding out the role of advertising in the success story

of Coca-Cola Company’s “share coke” campaign. The characteristics of the research include

both the characteristics of the qualitative and quantitative research and hence the adoption

of the mixed method research approach.

The sources of the information for a research topic such as this cut across the various sources

of research information (Figure 2). In order to meet the information requirements of the

mixed method research approach the researcher adopted the primary and secondary research

data collection techniques – Primary research data method being the survey questionnaire

technique and secondary research data method being literature review.

Figure 2: Types of research data adapted from Malhotra et al. 2006 as cited in Polonsky
and Wallert, 2011, p.130.
 25

2.4 Primary Research Data – Questionnaires Survey

Primary research data are originally collected by the researcher to provide information

relevant to a specific research project (Hoyer & MacInnis, 2010, p.28). The description of

the primary research data by Hoyer and MacInnis above is supported by the argument of

Bonita Kolb. Kolb (2008) describes primary research data as the data obtained by the

researcher directly from the research participants (p.86, 87). In line with the above, the

researcher will collect research data directly from sample of students at New York University

in Prague in respect of the “share coke” campaign of the Coca-Cola Company. The tool or

technique available to collect this primary research data from the identified sample of the

population of Coca-Cola drinkers in Prague is the questionnaire survey (Figure 2).

Questionnaire Survey

The questionnaire survey is a quantitative primary data collection technique (Figure 2).

Questionnaire survey is written in many different ways, to be used in many different

situations and with many different data-gathering media (Brace, 2013, p.1). Brace (2013)

explain further, “the questionnaire is the medium of communication between the researcher

and the subject, albeit sometimes administered on the researcher’s behalf by an interviewer”

(p.4). The questionnaire survey will be the main primary quantitative data collection

technique that will be deployed for this research. There are different types of questionnaire

surveys. The main types include the self-administer questionnaire survey that is, the

questionnaire will be completed by the participants in the survey. Another is the researcher-

administer survey and the name indicated, this type of survey questionnaire involves the

researcher asking the participants the questions and filling their responses into the pre-

designed questionnaires. The last type is the web based survey questionnaire, which is, sent

through the Internet to participants (Mitchell & Jolley, 2013, p.286, 289).
 26

2.5 Secondary Research Data – Literature Review

The secondary research data is a direct opposite of the already explained primary research

data. It is the data that is already in existence, as the information had been previously

gathered for some other purpose, and not for this specific research thesis (Wiid & Diggines,

2009, p.71). There are different types of secondary research data; the type determines the

technique of collection and the manner in which it is used. There are two basic groups of

secondary research data, which are the internal and the external group (Figure 2). In this

research thesis, the two groups of secondary research data will be collected and applied

throughout the entire thesis.

The internal sources of secondary research data are company records in the case the records

of Coca-Cola Company, which this researcher will access mainly through the organization’s

official webpage. The external sources are but not limited to libraries, chambers of

commerce and industries, government bodies, marketing research enterprises and business

sector associations (Wiid & Diggines, 2009, p.34). The search of these identifies difference

sources of secondary research data, their evaluation and selection of the appropriate ones for

this research is carried out through secondary research data collection technique referred to

as literature review.

Literature Review

Literature review is a ‘systematic, explicit, and reproducible method for identifying,

evaluating, and synthesising the existing body of completed and recorded works of other

researchers, scholars, and practitioners (Fink, 2005 cited in Booth, Papaionnou, & Sutton,

2012, p.1, 2). The role of literature review in this research thesis is that of the backbone to

the entire research, by this the researcher meant that the concepts and theories that have been

postulated by other researchers will form part of every section of this research.
 27

There literature review therefore contains accounts of existing advertising and research

theories and concepts that can be used to generate or to structure this research idea and its

findings based on the works of previous researchers (Barrett, 2006, p.31). Hart (1998)

explains the meaning of literature review and its relation with this research thesis in a more

simply term as “the selection of available documents…on the topic…written from a

particular standpoint to fulfil certain aims or express certain views on the nature of the topic

and how it is to be investigated, and the effective evaluation of these documents in relation

to the research being proposed” (cited in Booth, Papaioannou & Sutton, 2012, p.2). The

literature review’s role is identified more clearly in the secondary research data that are

obtained from the sources listed in Figure 2 above.

2.6 Research Sampling Strategy

The primary research data collection technique of questionnaires survey requires well-

articulated strategy on how to go about the gathering of the requirement information. The

significance of sampling strategy was explained by Gray (2014) who explains “that sampling

strategy should not be considered merely as an afterthought, but should be planned as an

integral part of the overall research design” (p.59). The sampling strategy for this research

is centred on three main factors:

i. The size of the sample

ii. The composition of the sample

iii. And how the sample will be chosen (Gray, 2014, p.59).

The Size of the Sample

The population is a group of individuals the researcher seeks to learn about in respect of the

success of the Coca-Cola Company “share coke” advertising campaign (McBride, 2010,

p.114). The population of this group of individuals who are directly concerned with the
 28

“share coke” campaign is the entire Czech Republic. It is impossible for the researcher to

collected research data from each and every one in a country of approximately 10.56 million

people (Czech Statistical Office, 2012, para.14). The subset of the population is the most

appropriate option in sampling the opinion of the population. The sample of a population is

the group of individuals chosen from the population to represent it in a research study

(McBride, 2010, p.114). How then can the best sample size be determined for the research?

Patton (2002) argues, “there no rules for sample size in qualitative inquiry” since the sample

size is dependent on a number of factors such as what the researcher want to know and what

the level of credibility, that is validity and reliability of research (cited in Teddlie &

Tashakkori, 2009, p.183). The sample size of the questionnaires survey is 20 undergraduate

students.

The Composition of the Sample

There are difference types of samples that identify the characteristics of the sample and their

relevance to the research study. Example of sample composition and their relevance of the

characteristics can be considered significant in research study such as research study about

the life expectancy of smokers. The sample for this type of research study can only be

individuals that are established smokers. In the same manner, the composition of the sample

in this research is critical. It is critical to increase the degree of the internal and external

validity as noted above. The research study sample therefore will consist of 20 university

undergraduate students at New York University in Prague. The 20 respondents shall be made

up of 10 females and 10 males selected based on the ‘typical-case sampling selection’. The

typical-case sampling selection is when the researcher selects typical or average respondents

(Burke & Christensen, 2014, p.270) that fall within the categories of students that are

consumers of entire spectrum of media that advertises the products of Coca-Cola Company

products.
 29

How the Sample was chosen

Based on the arguments above, the researcher will select respondents for the questionnaire

survey based on a technique known as ‘quota sample’. Quota sample is a “sample chosen

from the population such that available individuals are chosen with equivalent proportions

of individuals for specific characteristics in the population and sample” (McBride, 2010,

p.122). This technique of sampling was chosen as explained above because of the difficulty

in sampling the entire population in Czech Republic. Another reason for the choice of this

sampling technique is because of the language barrier between the researcher, the language

of the research and the general population in the country. The quota sampling technique is

part of non-random sampling technique referred to as convenience sampling. Burke and

Christensen (2014) explains, convenience sampling as sampling undertaken by researchers

in situation when people who are available, volunteers, or can be easily recruited in the

sample (p.263). This type of sampling can result in lowering the degree of internal and

external validity. It is because of this limitation that Burke and Christensen (2014) argued

that it is important to describe the characteristics of the people participating in the research

study (p.261).

2.7 Ethical Considerations

Every research irrespective of whether it is a quantitative, qualitative or mixed method is

confronted essentially with the same ethical issues (Andrews & Halcomb, 2009, p.58). There

are two dimensions of the ethics that are often referred to in this type of research, that is, the

procedural ethics and the ethics in practice (Guillemin & Gillam, 2004 cited in Thomas,

2009, p.61). The procedural ethics are the ethical issues that are mandated by the institutional

review boards so as to ensure that the researcher’s study procedures adequately take into

consideration the issues of informed consent, confidentiality, right to privacy, deception, and

protection of respondents from any harm (Thomas, 2009, p.61).

 30

Thomas (2009) also postulates that situational or ethics in practice involves the concerns

surrounding the unpredictable, often subtle, but yet ethically important issues that arise

during the conduct of research study (p.61). This second dimension of ethics in research is

mainly about the stereotyping of group of people on the basis of their ethnicity, race, sexual

orientation or disability. In this research, the researcher has considered every ethical issue

raised both by the procedural and situational ethical dimensions. Due to the nature of the

research approach method, which includes the deployment of questionnaires survey, the

researcher will be in contact with individuals in seeking their opinion.

This means the procedural ethical issues of informed consent will be dealt with by informing

the respondents and first secure their consent before the questionnaires survey is despatched

to them. The issue of confidentiality will be dealt with by ensuring that all questionnaire

survey responses remain confidential. The issue of right to privacy is dealt with by ensuring

that respondents’ response and the manner in which these responses are used are anonymous

and cannot be traced back to the respondents in any way or form. In addition, the respondents

will be adequately informed of their right to withdraw their responses irrespective of the

stage of the research if they so wish.

The issue of deception is dealt with by full disclosure of the purpose of the survey as an

academic purpose only that will remain anonymous. The protection of respondents from any

form of harm is dealt with by ensuring that the respondents are only approached for their

participation within the university campus. The research in addition does not require any

physical testing or consumption of any kind and as such the respondents are secured from

any form of harm. Any subtle unexpected ethical issues that may arise during the course of

the conduct of the research shall be dealt with in a professional manner to ensure the

protection of the respondents from situational ethical issues.

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Chapter 3

The ‘Share a Coke’ Campaign: The Analysis

3.0 The ‘Share a Coke’ Campaign: The Literature Review Analysis

The literature review of this research thesis provided the theoretical underpinning for the

entire research. The theories and models identified in the conduct of research enable the

research to identify the essential roles of advertising in creating the type of brand loyalty that

Coca-Cola intended to create through the launching of the ‘Share a Coke’ campaign using

all the medium of advertising available in the world. However, in this literature review

analysis of the ‘Share a Coke’ campaign. The researcher focuses on how Coca-Cola used

Advertising Campaign (AC) through the extensive deployment of Integrated Brand

Promotion (IBP) tools. In analysing the success of ‘Share a Coke’ campaign, the researcher

started with analysing integrated brand promotion and its tools1 the company utilized before

analysing the ‘Share a Coke’ advertising campaign.

3.0.1 ‘Share a Coke’: The Integrated Brand Promotional Tools Analysis

In this analysis the main literature reviewed was the latest collaboration work by Thomas

O’Guinn, Chris Allen, Richard Semenik, and Angeline Scheinbaum (2015) titled

Advertising and Integrated Brand Promotion, seventh edition. All the communications

concerning ‘Share a Coke’ that was analysed meets the standard definition of advertising,

that is, “the communication must be paid for…the communication must be delivered to an

audience via mass media…the communication must be attempting persuasion” (O’Guinn et

al., 2015, p.7). All selected integrated promotional tools that Coca-Cola used and analysed

meet these standard definitions of what constitute advertisement. O’Guinn et al (2015)

explained that “integrated brand promotion is the process of using a wide range of

1. The integrated brand promotion tools analyzed in this section are by no means an
exhaustive list but focused on the main ones used by the ‘Share a Coke’ campaign.
 32

promotional tools that work together to create widespread brand exposure” (p.8). The Coca-

Cola Company is aware that the current market is getting more and more competitive.

Despite the increasing competitiveness, the Company was determined to remain relevant to

the customers whose consumption of the brand was saturating. It is the culmination of the

competitiveness factors and well as the saturating market that informed the launching of the

campaign to stimulate purchase again. The company after the initial launching of the ‘Share

a Coke’ in Australia and its subsequent success went into a full drive to drive the promotion

home in all corners of the world. The key success factor of the campaign was however the

ability of the company to recognize the importance of adopting an ‘integrated’ approach to

the campaign in a dynamic and integrated social media world. To do this, the Company

deployed extensive integrated brand promotions tools, which include:

‘Share a Coke’ Success: The Mass Media Advertising Role

Coca-Cola’s decision to use the mass media which includes but not limited to television,

radio, newspapers, magazines and billboard (these media were explained in detail in the

introductory chapter of the research, see section 4.1, pages 4 to 14) is not of any surprise.

According to Schneider (2009),”the cost of creating a television ad can be several hundred

thousand dollar, but that ad will be viewed by millions of people. Thus, the cost of

advertising per view is very low” (p.179). While Coca-Cola’s decision may not be influenced

by the cost implications, it does not hurt the company’s advertising budgeting to cut cost

while reaching the largest available audience with their brand. The key motivating factor

however is the integration that the Internet provides that an originally created advert for

television can be adapted for online viewers, cable television, cinemas, as well as target

audience on social media. The audience on social media perhaps the most coveted among

the lot because of the media ability to provide limitless access to the demography the

company is interested in reaching. Mainly the teenagers and young adults using the social
 33

media and interested in ‘sharing’, from personal video to interesting adverts online. The

success of the ‘Share a Coke’ campaign on the traditional media among young people was

the catalyst for the advertisement going ‘viral’ on the social media. The Coca-Cola Company

integration of the tradition media and the social media is one of the many reasons why the

campaign succeeded. O’Guinn et al., (2015), “IBP is a process. It has to be. It is complicated

and needs to be managed in an integrated fashion” (p.8). The level of Coca-Cola’s ability to

management the complex process of integrating the different mass media went a long way

in making the ‘Share a Coke’ campaign the most successful advertising campaign in the

history of the company.

‘Share a Coke’ Success: The Point-of-Purchase Advertising Role

Ogden and Ogden (2004) explained that “point-of-purchase promotions have been found to

have a significant influence on consumer shopping behaviour” (p.26). The point of purchase

advertisement such as electronic display of the ‘Share a Coke’ commercial has the capacity

to influence consumer to opt for the product. The fact that a consumer especially teenager

went into the store to purchase any product and discover through point-of-purchase

advertising that it is possible to have a Coca-Cola in his/her name can influence the search

and eventual purchase of the product. The point-of-purchase is also executed in different

way apart from the overtly open electronic display discussed above. According to Ogden

and Ogden (2004), this could include shelf talkers, in-store couponing, counter units, shelf

units, banners, in-store demos (both wet and dry), checkout messages, in-store radio and

shopping carts” (p.26). Across the world the ‘Share a Coke’ campaign not be missed. If a

consumer missed the mass media advertising, the point of purchase advertising is almost

impossible to miss for even the most undiscerning consumer who walks into any local store

reinforcing the message to the consumer.

 34

‘Share a Coke’ Success: The Internet Advertising Role

Internet advertising in a broad sense involves the placement of brand and corporate

promotion including the Web banner, buttons, links, and other devices used on Web pages,

site-sponsorship, as well as cross-media promotion involving branding (Mangani, 2000,

p.302). The Internet is the main driver of the success and the one integrating tool that

provided the means of integrating the whole spectrum of integrated brand promotion tool.

The enormity of the power of the Internet as the vehicle for driving successful advertisement

has not been fully articulated and may not be known for years to come. One thing that is

known about the power of the Internet as an advertising tool is that is possibilities are

limitless.

Mary Meeker and her team of researcher at Morgan Stanley claimed the internet captured

an estimated 50 million users in five years following the first commercial advertisement in

1994. It took television thirteen years and radio thirty eight years to reach the same milestone

(as cited in Hyland, 2000, p.14). When this revelation is view from the perspective that there

was no social media or the type of integration that existed currently in 2000, the enormity of

the power of Internet advertising began to make some sense. The second characteristic of

integrated brand promotion according to O’Guinn et al., (2015) it uses a wide range of

promotional tools that have to be evaluated and scheduled based on the focused brand

exposure (p.8). From the list of available and increasing tools for promotion of brands that

Internet advertising make available as explained by Mangani above. The most critical one

for the success of ‘Share a Coke’ campaign was the cross-media, that is, integrated adverting

possibilities on the Internet. The Coca-Cola Company website is a perennial advertisement

tool in itself without mentioning social media, as well as video sharing site like YouTube

that made ‘Share a Coke’ instant sensation.

 35

‘Share a Coke’ Success: The Influence Marketing (Peer-to-Peer Persuasion) Role

One of the most powerful consumers buying behaviour influencer is the peer group

influence. Hoyer and MacInnis (2010) explained that “a reference group is a set of people

with whom individuals compare themselves for guidance in developing their own attitudes,

knowledge, and/or behaviours” (p.392). Teenagers and young adults are arguably the most

concerned group about trying to references others in the way they dress, talk and even walk.

These are the same demographics that Coca-Cola Company targets with the funky happy

laughing peers in the ‘Share a Coke’ advertisements. When the campaign was gathering

steam during the first weeks of launch. When a teenager finds a Coke bottle with his/her

name on it, the peers too want the same thing. Thus sparking a search for your name on a

Coke bottle games. The campaign took advantage of this phenomenon to create bottles with

inscription like friends, buddies and others that while not specifically identify any particular

name, still have the same effect of encouraging teenagers who are unable to find their names

to buy bottles of Coke with these neutral teems.

‘Share a Coke’ Success: The Social Networks/Blogs Role

The appealing feature of Social networking sites on the Internet as a promotional tool is the

constantly increasing users. According to Trusov, Bucklin and Pauwels (2009) “Social

networking sites are of the fastest growing areas of the Internet” (as cited in Boveda-Lambie

& Hair, 2012, p.215). The Social networks are the origin of the ‘share’ idea in the first place

and as such not surprising it provided the most effective campaign advertising tool for the

‘Share a Coke’ campaign. The Social networks are also responsible for the proliferation of

the campaign through ‘sharing’ of the advertisement on Facebook and others. Minazzi

(2015) argues that it generates free additional word-of-mouth, through actions such as

providing the opportunity to “share” and “like” (p.115). It is not surprising that ‘Share a

Coke’ provide a virtual ‘Share a Coke’ on Facebook that can be customised.

 36

‘Share a Coke’ Success: The Events Sponsorship Role

Event sponsorship is one of the traditional promotion tools that ‘Share a Coke’ campaign

used extensively to reach the targeted young adult demography. Donovan and Henley (2010)

described event sponsorship as the payment for the right to associate the sponsor’s company

name, products or services with the sponsored, the sponsored could be an individual, group

of individuals or an organization (p.364). Coca-Cola Company sponsored different events

on the Atlanta Emory Campus in celebration of the new students first day on campus. The

event was highlighted with uplifting slogans like “a refreshing tradition”, and “unbottling a

bright future (Preselac, 2014). The campaign also recently sponsored the Argentine’s blind

Soccer team and presented them with a “Share a Coke in Braille” limited edition

personalized bottles (Staff, 2015). These are some of the events sponsorship that the

campaign engages that keep the campaign alive among the target group.

‘Share a Coke’ Success: The Out-of-Home Media Advertising Role

The Coca-Cola Company knows the significance of constant presence of its brand in front

of the consumer irrespective where the consumer is at any point in time, at home, at work or

while transiting between the two locations. The media that ‘Share a Coke’ campaign used to

reach consumers at home and at work have been analysed adequately above. However, there

is a gap between when the consumer is home and when at work. That gap is filled with the

out-of-home media. Kelly and Jugenheimer (2008), “outdoor media are typically bought on

a monthly basis in terms of showings. A showing consists of a specific number of billboards

that represent coverage percent of the market’s traffic” (p.154). This nature of the out-of-

home media gives the advertisers the opportunity to plan the showings in such a way that it

is only visible where the target customers are most available. The ‘Share a Coke’ campaign

used the out-of-home media tool took advantage of two out of the three main out-of-home

media.
 37

These are the Transit advertising and Cinema advertisings. O’Guinn et al., (2015) explained

that:

“transit advertising is a close cousin of billboard advertising, and in many instances

it is used in tandem with billboards…Transit ads appear in many venues, including
on book of buildings, in subway tunnels, throughout sport stadiums and taxis, buses,
and trucks…Appears as signage on terminal and station platforms or actually
envelop mass transit vehicles”(p.321).

‘Share a Coke’ campaign extensively used the whole spectrum of transit advertising as

explained above. The subways around the world are filled with brightly attired young people

with a bottle of coke and their names on them. Billboards and public transport buses are also

envelope with the advertisement. Another new development in transit advertising that the

company took advantage of is the digitalization of transit media. The platform of train

stations, bus stops, airport terminals and taxis were used to show not just still pictures of the

campaign, but also videos with sound.

This medium is most effective in targeting the working class who spends several minutes

commuting between home and work. Another popular out-of-home media that the campaign

used to the great extends was cinema advertising. Cinema advertising is the advertisement

that is usually run before the beginning of movies in the cinema and sometimes at the end

for those who sit through the end credits. O’Guinn (2015) postulates that studies shows that

63 percent of movie goers surveyed do not mind watching the advertisement before the start

of the movie (p.322).

Cinema advertising is not however limited to the on screen advertisements, but also includes

off screen advertisement such as the ‘Share a Coke’ advert on the side of the popcorn box

and the cinema lobby adverts. All the movie cinemas around the world receive some sort of
 38

‘Share a Coke’ campaign adverts either on-screen or off-screen adverts. The last out-of-

home media is the aerial advertising, which “can involve airplanes pulling signs or banners,

or skywriting” (O’Guinn, et al., 2015, p.322). The researcher did not find any indication of

the ‘Share a Coke’ campaign ever using aerial advertisement.

3.0.2 ‘Share a Coke’: The Advertising Campaign Analysis

The whole idea of advertising is the concerned with Coca-Cola Company being able to

persuade specific identified audience to consume more of its flagship brand Coca Cola. The

promotional tools analysis above is only possible because of the vehicle of advertising

campaign. What does advertising campaign means, who is the audience that the Coca-Cola

Company was trying to persuade and finally, where are these audiences located. These

questions are answered in this section through the analysis of the ‘Share a Coke’ campaign.

According to O’Guinn et al., (2015) described advertising campaign as “a series of

coordinated advertisements that communicate a reasonably cohesive and integrated theme

about a brand” (p.9). There are three critical factors for the success of the campaign that can

be deduced from the description of advertising campaign above. Firstly, effective persuasive

communication that is integrated. The ‘Share a Coke’ campaign as already analysed above

identified the vast number of integrated promotional tools that was used to communicate and

persuade more people to drink Coca Cola.

Secondly, the persuasive message carried by the integrated promotional tools must be

directed at a defined targeted audience or customers. The defined targeted customers that the

‘Share a Coke’ campaign were focusing the message of the brand on can be classified as the

household consumers. There are several categories of consumers, which are also within the

Coca Cola target audience. Some of these include members of business organizations (the
 39

product is sold in office eateries across the world and at other business events). Members of

a trade channel (retail outlets such as Tesco, Asda, and Albert stores are all in this category)

and government officials and employees (mainly for the same reasons as for business

organizations). All the examples given here are target with different campaigns that are not

the focus of this analysis. Household consumers’ category was the focus of the ‘Share a

Coke’ campaign. This the largest consumer category in the world. The large number meant

more people can be influenced within this category for the benefit of the brand. O’Guinn et

al., (2015) highlighted the significance of the household consumer category declaring:

“Household consumers are the most conspicuous audience in that most mass media
advertising in directed at them…There are about 115 million households in the
United States and approximately 316 million household consumers who spend
trillion of dollars a year on retail goods and service” (p.12).

When these figures and extrapolated to the world, the enormity of the market becomes

clearer. These is the reason when the ‘Share a Coke’ campaign targeted this category of

consumers through the media that reaches them best, the mass media. The campaign targeted

the specific audience that it wanted to reach with its persuasive messages using the

appropriate media. It is no surprise then that the campaign succeed. Within the household

consumer category is the highly profitable teenagers and young people who does not require

parental input to make the type of buying decision required for other goods.

While effective integrated communication through the mass media and persuasive message

through integrated brand promotional tools are an absolute necessity for the success of the

‘Share a Coke’ campaign. The two factors above will be completely useless and ineffective

if the audience geography is wrong. This brings the analysis to the third of the key success

factors, that is, global geographical coverage. The ‘Share a Coke’ campaign used effective

integrated communication to persuade consumer around the world meaning global

 40

geographical coverage. There are different geographical locations in advertising coverage

and they are the local, regional, national, international and finally global advertising.

O’Guinn et al., (2015) postulates that audiences need to be broken down by geographical

location because of cultural differences that often accompany geographical location, as only

a limited number of advertisement can be effective for all consumers worldwide (p.13). This

is so because culture is one of the most important influencer of consumer buying behaviour.

A simple example is the type of clothing that may be consider appropriate in say the United

State may be seen as offensive in the Middle East and as such the advert may not get the

permission from the authorities to even air. The ‘Share a Coke’ campaign deployed a global

advertisement campaign.

O’Guinn et al., (2015) described global advertising as “advertising that is used worldwide

with only minor changes in the visual and message content” (p.13). The difference between

the global and international advertising campaign is that while the global requires minor

changes in the presentation. In the case of international advertising there are completely

different adverts of the same brand in different nations adapting the message, content and

visuals to match the local cultural requirements. The ‘Share a Coke’ campaign is a global

advert with minor changes in its presentation. The campaign started in Australia, its global

‘citizenship’ was tested in Prague in the next section of the analysis.

 41

3.1 The ‘Share a Coke’ Campaign: The Questionnaires Survey Analysis

The success of the ‘Share a Coke’ campaign was tested in Prague, the Czech Republic over

a time period of two weeks using the primary research data collection technique of semi

structured questionnaire survey2. The main intention of the survey was to gauge the

popularity of the campaign among university students who fall within the primary targeted

audience for the campaign around the world. Ten female and ten male students were selected

randomly and the result of the survey indicated a highly popular campaign.

The analysis of the first question of the survey shows that eight out over every ten (80%)

female respondents and every male respondents (100%) answered the question of whether

they have seen or heard a form of advertisement within the last six months in the affirmative.

The cumulative result of all respondents indicated a 90 percent popularity rate.

The majority of the respondents encountered the campaign on the mass medium of television

(70%), followed by outdoor billboard (20%). However, while majority indicated the

television as the primary source of encountering the campaign, seven out of every ten of the

respondents also indicated the Internet as the second source of encountering the campaign

indicating the effectiveness of the two main mass media for the information dissemination.

When the media respondents considered the most influential in their decision to purchase a

Coca Cola. The television was indicated as primary influencer (42%), followed by the

Internet (32%) and the Outdoor billboard (26%). To measure the intensity of the campaign,

the frequency of encountering the advertisement irrespective of media indicated that

majority of respondent encounter the campaign several times daily (50%), followed by those

who encountered the campaign at least once a month (25%). This is an indication of the

2. Please see attached appendices.

 42

intensity of the campaign in a small market like Prague across all the mass media. In gauging

the percentage of respondents that are motivated to search for their name or names of loved

ones on the Coca Cola bottle when making a purchasing. The analysis shows an even split

right down the middle with 50 percent motivated to search for their name or names of loved

ones while the other 50 percent were not. The overwhelming majority of the respondents

(90%) indicated that the campaign has influenced them to increase their consumption of the

product. With 45 percent strongly agreeing it influenced an increase in their consumption

and another 45 percent simply agreeing. Only 10 percent disagrees that the campaign

influenced their consumption in any way. This is the most significant indication of the

success of the campaign so far. What do the respondents considered as the most appealing

aspect of the “Share a Coke” campaign? A healthy 65 percent of the respondents indicated

that the personalization of the Coca Cola bottle label with names as the most appealing.

This is followed by the friendly, joyful excitement expressed in the campaign adverts across

all media. This indicated that the campaign was able to communicate effectively with the

targeted consumers and achieved the goal of the campaign. When the opinion of the

respondents were surveyed concerning what they consider the most important factor for the

campaign’s success. The two top factors according to the respondents were the

personalization of the Coca Cola brand (50%) and the social media factor (40%). Indicating

twin powerful influences of social networks and personalization of products on young

consumers. As the influences of social networks grows it is left for producers and marketers

of consumers’ goods to take fully advantage of its potentials to the benefit of their products.

Finding a way to give consumers the opportunity to make an input in the goods they are

interested in. This was the same idea that made Dell, a top selling desktop computer

company, when it gave its customers the opportunity to design their own computers;

personalization is the future.

 43

3.2 The ‘Share a Coke’ Campaign: The Semiotic Analysis

In this chapter of the research thesis, the researcher approached the analysis from different

perspective to try and draw meaning from the nonverbal communication expressed in the

campaign. Chandler (2002) postulates that semiotics is simply the study of signs (p.1). If

semiotics is the study of signs, then it is given that signs are studied to derive a meaning

from their understanding. On the other hand, Danesi (2007) argued that “semiotics can be

defined simply as the science of meaning” (p.11). In respect of this research thesis semiotic

analysis. It is simply concerns analysing the sample “Share a Coke” campaign below in order

to deduce an understanding the can explain its phenomenon success across the globe.

Figure 3: Samples of Share a Coke Adverts adapted from Coca-Cola Company, 2015.

The semiotic analysis of this research applied the Saussure semiotic analysis model. The

model is made up of two parts, the ‘signifier’ and the ‘signified’. The signifier is the form

the sign takes and the signified is the concept, which it refers (Chandler, 2002, p.18). The

signifier in the three samples of “Share a Coke” advertisement above indicated the following:

The Signifier

1. A young man jumping and a hand showing a personalized bottle of Coke

2. A couple interlocking arms while each one of them is sipping from a personalized

can of Coke underwater.

3. A young beautiful smiling woman pointing to her personalized bottle of Coke.

4. The full red color of Coke irrespective of the background is prominent.

 44

The Signified

1. The jumping young man expresses youth, health, strength and joyfulness. The hand

holding the personalized bottle of Coke expresses the cause of the young man’s

health, strength and joyfulness.

2. The couple expresses love, the interlocking arms indicated commitment, and the

sipping of personalized Coke indicates sharing and their being underwater express

the fact that their love knows no boundaries.

3. The young woman smile expresses happiness and pointing to the personalized bottle

of Coke expresses the fact that the Coke is responsible for her happiness.

4. The bold Coke red colour express love.

The semiotic analysis of the “Share a Coke” confirmed a reoccurring concept throughout

this research. Youthfulness, high energy, joyfulness, love, sharing and of course love. From

the various radio jingles, television and movie theatre videos to Internet and outdoor

billboards. All these concepts were always in full display. Coca-Cola Company was able to

project the universality of youth in their various activities while at the same time attaching

the Coca Cola drink as an ever-constant partner in these activities. The Coca-Cola Company

through the “Share a Coke” campaign was able to create what Mike Hall and Doug Maclay

described as “involvement” and Ernest Dichter called “motivation” on two levels. The

involvement or motivation simply stresses the important of symbol and metaphor in

communication (as cited in Clifton, 2010, p.135). Clifton (2010) argued that a careful look

at any selection of successful campaigns usually reveals that there is an element of persuasive

communication that is not based just on information or salience (p.135, 136). The other

element that is not information or salience is what the semiotic analysis of the advertisement

above just about the “Share a Coke” campaign that made it so successful.
 45

Chapter 4

Conclusions

4.0 Conclusions

The aim and objective of this research thesis was centred on investigating and understanding

the how appropriate advertising decisions at the Coca-Cola Company helped create the

bestselling and most effective beverage campaign in decades. The quest for this

understanding led the researcher carried out a comprehensive and detailed investigation into

what advertising and brand is all about. The investigation shows that advertising goes

beyond jungles on radio or the television commercials that is part and particle of daily

television viewing. The research shows that advertising plays several different roles in

communicating the brand to the general public or the targeted consumer. Investigation

reveals that some of the role of advertising is the communication role, the marketing role,

the economic role and the sociocultural role. One of the reoccurring factors in the success of

the campaign was the detailed use of the understanding of changing sociocultural influences

in today’s society.

By changing sociocultural influences the researcher is talking about the social networks and

their increasing influence on the marketing of goods and services to the millennials. The

Coca-Cola brand need little introduction to any demography in any location in the world.

However, the campaign was able to reintroduce the brand in a new never thought about way.

The branding of the Coca-Cola bottle label is consumer’s names. The campaign was able

therefore to communicate with a generation of young people who spend most of their time

on the Internet. The language of the campaign communicated the brand to the consumers in

the language of the Internet such as “share” and the idea of personalization which goes

beyond the physical to include the “Virtual Share a Coke Label”. The research investigated

the media for dispatching the message of the campaign to the targeted consumer. The result
 46

of an extensive investigation into advertising on radio, television, the Internet and the print

media were all included in the research. Identifying the different degree of influences these

media currently have and the possibilities of the future. The investigation applied both

secondary and primary techniques of research data gathering to ensure that information and

sourced from more than s single source or perspective. The multiple prong approach in the

research data collection was extended also to the analysis of the research data, by using

multiple analytical techniques. The campaign was first analysed using the literature review

analysis to provide a theoretical underpinning for the analysis. Second, conduct a

questionnaire survey of the target consumes of the product to sample the impact of the

advertisement campaign on them. Finally, the semiotic analysis of the campaign to try and

deduce meaning from the images and symbols of the campaign. The final result of these

analysis shows that the campaign success can be narrowed down to Coca-Cola Company

ability to understand the changes in society and using the knowledge to communicate the

same message in a new way without neglecting the reliable traditional medium. Please ‘share

a coke’ with me.

Figure 4: Virtual Share a Coke with Tatiana adapted from Coca-Cola Company, 2015.
 47

Appendix A

Questionnaire for the participants of the survey:

48
 49

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