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From Coke Studio To Share A Feeling, The Beat Goes On


Coke Studio AfricaAFTER lighting up the musical scene with Coke Studio Africa Season 3, where the selected artistes performed delightful new mash-ups exploring loss, nostalgia, passion and joy of music, the soft drink giants, Coca-Cola, has started the latest version of its popular Share a Coke campaign tagged, Share a Feeling.

A quick look at the various social media platform shows consumers expressing themselves using the labeled packs. Wazobiatv OAP, Amaka Mensah, recently shared a pack labeled, Amaka Babe Hold me, from her husband.

This year’s version of the highly applauded campaign, which was winner of 2015 ADVAN Campaign of the Year, is inspired by creative fans who made the campaign their own last year from wedding proposals to birthday wishes and baby announcements.

Even though last year, the campaign was focused on the personalized names on Coke packs, consumers out of the box wove interesting and creative narratives, using words they could find on the packs. Notable among the narratives was the first Nigerian marriage proposal inspired by the campaign from Oriyomi Lawal to Olusoga Busola using labeled coke bottles tagged, Beautiful Busola, Will You Marry Me?

That proposal rocked the Internet for days, driving everyone to a frenzy, to try out their own creativity using the Coke labeled packs.

“Last year, we saw how excited people were, finding their names or that of a friend on a Coke bottle and sharing the images of their discoveries online. People literally adopted the campaigns as theirs, throwing up witty narratives coined from labels on the bottle. That was quite inspiring for us,” Patricia Jemibewon, Marketing Director, Coca-Cola Nigeria, said of the 2015 campaign.

According to Jemibewon, “what we discovered from Share a Coke is that, people were buying the bottles not just because they found their names but because they wanted to Share a feeling with family and friends. This year, we are giving consumers the tools they need to tell their stories better in their own words, using the personalized coke bottles which now include fun smileys with popular Nigerian phrases, numbering 119 that resonate with everyone across the board.”

The phrases, which are English, Hausa, Ibo, and Yoruba, include also the conventional everyday slangs like, Wa sere, No vex, Gba be etc., and acronyms like T.G.I.F, BFF and WCW.

In addition to the Smileys and Phrases, the beverage giant has also included Coke Zero packs to the fun, giving consumers varieties to pick from. “By adding Coke Zero to the mix, everyone can now participate in the excitement of sharing, regardless of whether your preference is a bottle of Coke or Coke Zero,” Jemibewon remarked.

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