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Relationship marketing: Between experience & customized Coke

By Princewill Ekwujuru



The adage “the Customer is king” has never been closer to reality than in today’s marketplace where the consumer does not only exercise choice among competing brand offerings but does define and even dictate the offerings. Today’s consumers want more than the functional satisfaction of a product or an informative and interesting advertisement.

Idiroko-MarketThey want brands to see and relate with them not as statistics or mass targets but as real persons with points of view and emotional needs. Simply put, consumers now want an experience! And the brands that can meet this new craving will certainly win the hearts and minds of their consumers which in most cases fosters brand loyalty.

A handful of consumer-focused brands evidently understand this shift in consumer orientation and have in recent times put in plenty of effort in ensuring that they offer unusual consumer experiences. And Coca-Cola appears to have taken this response a notch higher with its ongoing ‘Share a Coke’ campaign.

With the ‘Share a Coke’ campaign, not only is Coca-Cola satisfying its consumers’ cravings for recognition and brand experience, it is doing so in a very personal way that has struck the right chords with consumers everywhere.

This reality was clearly evident when the brand thrilled students and other consumers at the University of Lagos, UNILAG campus with on-the-spot customisation of Coke cans. Teens and adults thronged the venue to get their names and those of their friends branded on Coke cans. Majority of the lucky persons who got the personalized cans, even if they consume the content, they will certainly keep the cans as prized memento.

This particular campaign speaks to them and appeals to that basic human need to be recognised. It was their moment in the sun and they were not deterred by the scorching Lagos Sun;they basked in the excitement of having their names and that of their loved ones replace the iconic Coca-Cola logo on the cans.

The event started with interested students standing in line to get their names on Coca-Cola cans. As they approached the attendants clad in Coca Cola T Shirts, they offered the names they wanted on their cans of Coca Cola and in less than ten minutes, they were given their customised Coca Cola cans. The consumers also got an opportunity to capture the moment at the Coca-Cola branded selfie stand.


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