Wearing a brand is a common phenomenon, in fact; what readily comes to mind within Lagos social scene is the customization of T-shirt’s. In this part of the country and pretty much elsewhere within Nigeria; people love dressing in customised clothes, particularly with inscriptions for occasions such as birthday parties, bridal showers, baby showers, pre-wedding parties, bachelors’ night grooves, pre wedding photo shoots etc. Commonly known as Asho Ebi in Yoruba, it literally translates to family cloth. This has become popular culture because it bestows on the wearers a sense of belonging to the course at hand, thus strengthening family ties and social relationships.
Coca-Cola has written a new chapter in social networking and self esteem in Nigeria with the ‘Share A Coke’ initiative. This allows the leading manufacturer of carbonated soft drinks customise its brands in the names of ordinary people. This sees the names of people printed on the bottles that they can buy and share with friends and family at events as listed above. This is definitely exciting and since this was launched in Lagos, Nigeria in January 2015, many people have shown much eagerness to find their names on the
Exciting as this idea is, many people are asking ‘how did it evolve?’
The train finally paused here in Nigeria on 10th of January, when it was officially launched in a country of 102 ethnic groups and 521 languages. To kick-off the campaign,
According to the communications manager at
Coca-Cola did not stop at these few names, though, taking into account the fact that there are other consumers and potential consumers who would not have their names amongst the ones chosen for the customised bottles. So
The ‘Share A Coke Campaign’ transforms the global
Coca-Cola’s decision to set its logo with along each consumer’s name will enable consumers connect and share their ‘personal coke’ with the people that matter the most to them. “By swapping our iconic
The happiness of sharing a coke with a consumer’s name on it has since grown like a virus around town. As major malls and supermarkets are crowded with enthusiastic consumers buying Coke, not only do they want to drink from ‘their’ Coke bottle but also want to buy and share with friends.
Celebrities are not an exception. At the break of the Share a Coke Campaign, the PR stunts of delivering personalized coke delighted Nigerian celebrities a great deal as they took to their social media sites to show off their personalized bottles.
Soon enough, given the culture of partying in Nigeria, we might soon see our parties serve personalized coke bottles bearing names of celebrants. One thing is guaranteed, consumers will ensure that these memories are well preserved thereby.
It is safe to say that the share a coke campaign has come to stay on the global scene and it is about to file Nigeria under its belt of success stories.