On a recent trip to Europe, I noticed how the coke “share a friend campaign”, has been localised by their marketing teams worldwide.
Obviously coca-cola have a pretty big marketing team, and will have offices worldwide, but it goes to show that a consistent brand message can be pushed out across multiple locations, whilst still retaining the core message.
Forgetting the “backlash” from some folk about their names being represented (you can’t win it all).
Coca-Cola have very cleverly rolled out the campaign across different markets, printing bottles with the top 150 names per country.
Not only did the campaign get people talking, the amount of coke sold increased 2.9% in the three months to 23rd June 2013.