3. on a more personal level…

Coca-Cola Australia is getting all sorts of close with its consumers. The “Share a Coke” campaign takes 150 popular Australian names and plasters them on the cans and bottles of the delicious carbonated beverage. If you’re name is not on their list, you can simply customize your own can at one of the participating vendors. The Facebook page boasts 150 songs, one for each name, dedicated to, well… each of us.

Advertising is most effective when the potential consumer can connect to the product on a personal level and it doesn’t get much more personal than singling the consumer out and grabbing their attention with a first name. Personalization has the potential to make the consumer feel more significant than simply one in a million. How flattering to have an inanimate object compete for your attention.


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