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Introduction
A multi channel campaign is a campaign that is advertised and promoted across several media forms and subsidiaries. The campaigns Share a Coke, Colourful People and Save Tango are examples of multi channel campaigns ran by large companies in the soft drink industry that try and promote different messages to their audience.
Share a Coke
The Share a Coke campaign, launched in 2013 to 2014 in Great Britain, is a campaign promoting Coca-Cola by giving customers the chance to personalise their drink with their name instead of the iconic Coca-Cola logo. The campaign ran in 70 different countries and won 7 awards at the Cannes Lions Festival. Coca-Cola had created a video advertisement to promote their campaign, showcasing how you can share a coke with almost anyone.
The campaign is especially inclusive with names, despite stating that they are using “the nation’s most popular names”. They include names from various backgrounds and languages with different meanings instead of English names only (this may have led Coca-Cola to launch the campaign in several other countries outside of the UK). The campaign was made more so to promote the company and celebrate it’s popularity and success with the people who invest in coke rather than to promote a meaningful message.
Considering the popularity and success Coca-Cola has, one of the cons of this campaign is that it did not hold any deep meaning and did not deliver a meaningful message. It can be assumed that the campaign was launched to encourage coke fans to invest in a personalised version of this drink as they already enjoy the taste; they can enjoy it more with their name printed on it instead of the Coca-Cola logo.
Although the campaign was launched and promoted in several countries, they did not have success in launching it in countries such as Russia, Nigeria and North Korea and were blacklisted. Despite its success in various countries, you could not share a coke in a lot of countries outside of the 70 it was promoted and launched in.
Colourful People
Similarly to the Share a Coke campaign, Fanta also ran a cross media campaign called Colourful People; This campaign was launched in 2022 to encourage the belief that people that are young and expressive can make other people feel welcome as they fight the ‘grey’ of everyday. The campaign was also launched to celebrate and 80-year history with Fanta. The cross media campaign includes a 30 second TV advertisement, digital, social media and out-of-home advertising. Martin Attock, vice president of commercial development at Coca-Cola Europacific Partners, has said “Fanta has been enjoyed for over 80 years – growing to become the number one flavoured carbonates brand in GB, four and a half times bigger than its nearest competitor.” The campaign is not trying to get people to invest in their drink, it is trying to encourage people to celebrate its history and meaning in its success instead.
Although this campaign was made to encourage people rather than to sell their drink, The success and popularity of it cannot be predicted as Fanta has many competitors. Fanta cannot predict the effect that the campaign will have on its consumers, as it is more targeted towards younger and energetic people.
Save Tango
The Save Tango campaign was a campaign launched by Tango in November 2008 to urge consumers to stop the chance of Tango being removed from UK stores. Their aim was to drive trial and brand awareness of Tango to get everyone discussing it. The campaign is designed to raise public awareness of the threat that Tango, a great British institution, is facing; and to rally the nation behind. One way they promoted the campaign was by having a protest march across London Bridge led by comedian Dom Joly, delivering a media value of over £3 million with over 200 million opportunities for consumers to see the Save Tango message.
Although their campaign was successful, 50% of their target audience of 17-24 year olds recognised the campaign. Because of how small their target audience is, Tango does not have wide reach when promoting their campaign.
Conclusion
Although each of these campaigns have different aims and promote different meanings, Colourful People, Fanta’s campaign, may be the most successful out of all 3. Despite Coca-Cola launching their iconic campaign in several countries, Fanta’s held a message for fans.
Based on the given information, the campaign that followed the most consistent message is Share A Coke; despite the fact that the campaign did not carry any significant meaning or a strong message, the campaign was consistent in the sense that the campaign has ran for a very long time and the theme has not changed at all throughout that time - the theme of having a customisable Coca-Cola drink has stayed consistent throughout.
Bibliography
Share a coke (Coca-Cola) - What is ‘Share a Coke’?| Frequently Asked Questions | Coca-Cola GB
Colourful People (Colourful People) - Fanta captures the vibrancy of life with new ‘colourful people’ campaign | Grocery Trader
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