From The Wall Street Journal:
How do you get Americans to drink soda again? Put their names on bottles and cans.
Coca-Cola Co. KO +1.01% ‘s carbonated soft-drink sales in the U.S. have risen more than 2% after the world’s most-famous beverage brand began labeling Coke, Diet Coke and Coke Zero this summer with names of individuals, from Aaron to Sarah to Zach.
The labels—which also included warm-and-fuzzy terms like “Friends,” “BFF,” and “Family”—were launched in the U.S. in June.
After falling 11 years in a row, Coke’s U.S. soft-drink volumes rose 0.4% for the 12 weeks through August from the same period a year ago, according to Wells Fargo, which cited Nielsen store-scanner data. Sales rose 2.5% in dollar terms. Over the same time period, soda volume and dollar sales remained negative at rivals PepsiCoInc. PEP +0.50% and Dr Pepper Snapple Group Inc. DPS +0.16%
Personalization is such a powerful marketing device. It seems even the old Coke dog can learn a few new tricks.
I found out personally about how strong an attractor personalization marketing can be, when Seth Godin’s book, Tribes, was released in 2008. Seth reached out to his social networks before the book was released, asking for avatars that might be included on the inside book jacket.
I, along with a few thousand other people, sent in our pictures. When the book came out, lo and behold, my avatar was in the upper left hand of the inside jacket.
And – unsurprisingly – I bought a copy of the book.
Well played, Mr. Godin. Well. Played.
Sure, who hasn’t been pitched a leather bound copy of Who’s Who in American Whateveritz?
Personalization works. Just ask Coke.