By Josephine Tolosa
It’s been a few months since I moved to the United States from the Philippines and as I adjust to differences in culture and language, I cannot help but compare the subtle differences in the positioning of global brands. It intrigues me that while campaign slogans remain the same, the messaging and images they use to convey those taglines are very different.
The Share-a-Coke campaign, which was first rolled out in Australia a few years back and has been picked up in the US for the summer, was also introduced in the Philippines in 2014. This campaign allows you to personalize bottles by printing individual names or other social words such as Dad, Mom, or Bestie instead of the usual Coke label.
In the US, two ads were shown to introduce the campaign. The first one follows Bobby, the dog, as he searched for a bottle with his own name. I believe that this ad was targeted mostly to millennial and boomers which, if combined, make up an estimated 48% of the American population. The choice of personalizing a pet also has a wide appeal because according to the Humane Society, an estimated 47% of American households have a dog while 62% of households have at least one pet. The second ad was also targeted to a specific public, teenagers or Gen Z, and it shows a growing number of friends sharing a coke with each other.
In the Philippines, the first ad was very simple and follows the same pattern as the US commercial. It shows a group of teenagers sharing Cokes with one another. Teens in the range of 15-24 comprise of 19% of the population. The second ad however was targeted to a wider audience: the working population and those in the age of 25-54. This makes up about 37% of the Philippine population.
Coke’s ads in both countries try to elicit certain emotions of connectivity and togetherness regardless of race, age, or even species. The target audiences are the same as well and Coke targets the same age range within the population. However, in the Philippine context, Coke adds another layer to its frame and message. It adds everyday situations to bring out emotions of gratitude, appreciation, and happiness. This is especially relevant for the 12th most populated country in the world where menial jobs are often taken for granted. I believe this was important for Coca-Cola so that it can extend its campaign and also tie in with their main slogan of happiness.
Especially now, when US sales have been stagnant, Coca-Cola has to step up efforts in order to maintain its success as a global brand. By effectively changing it’s framing and messaging to fit a country’s culture without changing its overall company’s positioning; I believe they have been successful.
For a non-soda drinker, it has been a while since Coke has caught my attention but this Share-a-Coke campaign has made me spend more time in the soda aisle, carefully checking for a bottle that holds names of my family and friends.
View the ads here:
- USA: https://www.youtube.com/watch?v=R9J9FobsXEQ
- Philippines: https://www.youtube.com/watch?v=H9LGBBWTGgk
Josephine Tolosa is taking her Master’s in Public Relations and Corporate Communications at Georgetown University’s School of Continuing Studies.