Guests entering our dining room quickly guess that my wife has a personal relationship with Coca-Cola. When the company announced, in 1985, that it was changing its secret formula to create the ill-fated New Coke, this panicked teenager cheap ladies watches began collecting what she assumed would soon be collector's editions of cans and bottles in every shape and style she could lay her hands on. Over the years, the collection grew, spent time in a museum, and today adorns our dining room in a pair of glass showcases. In a Jerusalem supermarket this week, it was Coke's turn to get personal with her: she found a bottle with her name on it¡literally. As an online marketer, I've seen some powerful campaigns, but I'm still reeling from the slam-dunk vibe of this one. The program is called "Enjoy Coca Cola with¡," and shoppers can now find bottles and cans emblazoned with their names ¡ª designed, naturally, to be grabbed off the shelves. Apparently, a similar campaign is running in Sweden, where instead of Hila, Galit, Eitan and Lior, you'll find 150 of their most popular names, like Maria, Karl, Birgitta and Goran. (Interestingly, despite its popularity, "Mohammed" won't grace the labels over there, as it doesn't jive, the company explains, with a product so closely identified with the United States.)
Комментарии: