/

2. Cross Media Pathways
The campaign can be seen on multiple media platforms both print and digital
formats. These include digital billboards, YouTube, web banners, TV adverts and
product placement on celebrity social media for digital formats of advertising. For
print forms of advertising they used standard billboards, posters and adverts on
buses.
This range of format is allowing the campaign to appeal to it’s target audience
strongly by including more digital advertising than print and using print advertising in
urban and busy areas. The younger target audience will be more digitally aware due
to technological convergence allowing Coca-Cola to use these variety of platforms in
order to speak to the younger target audience and allows them to get involved with
the campaign further establishing the Coca-Cola community feel the campaign aims
to bring.
Advertising through product placement with celebrities – for example the Selena
Gomez Instagram Ad allows them to capture a pre-existing fan base for the celebrity
who will already be of a similar demographic that the brand is trying to appeal to
where most of her audience will be Mainstreamers who will feel if a celebrity they
idolise is consuming the product they should do it too.

3. House Style
All the adverts incorporate the same use of the logo throughout. This includes the
word ‘Coke’ being embedded into the ‘Share a Coke with’ caption alongside the
picture content on the advert – allowing the brand to smoothly display their logo
throughout. The logo is also included on the print posters surrounded in a circle if
included – this is a common theme included in the house style.
The layout of all of the adverts is very simplistic and incorporates a lot of white space
allowing the audience to focus on the content provided towards them. The only
content on the main adverts are a caption with a call to action, a Coca-Cola bottle
and sometimes the logo of the brand. Showing they are simple yet effective due to
conveying their message simply.
The typography is the same throughout the campaign. This includes the Coca-Cola
brand font being used on the bottle label and the word ‘Coke’ in the call to action. A
sans-serif font which is very readable to a wide audience is included where ‘Share a’
and ‘with’ is written. This allows the brand to stand out in the call to action and does
not overwhelm the audience with the Coca-Cola brand font which may be difficult to
read.
Overall – the campaign has a great consistent house style throughout and is effective
because of this creating exceptional brand awareness to the audience.

4. Colour Scheme
The colour scheme of the advert is the red colour which is strongly associated with
the Coca-Cola brand. Many people associate this shade of red with Coca-Cola due to
the brands common use of the colour. The fact that they have used this throughout
the campaign allows the brand to be presented solely through colour and allows it to
quickly be identified by a wide audience to be of the brand.
A white font is applied against the red background – again representing the brand
and the labels on the bottles which a wide audience will be familiar with quickly. This
is very readable for the audience as white stands out strongly on the red background
– making the campaign be very accessible for a wide range of individuals.

5. Who is in the campaign?
The brand did very crucial product placement with celebrity endorsement on Selena
Gomez’s Instagram page with an image of her becoming the most liked Instagram
picture of all time at one point. She also produced a video on Twitter asking if people
have found a bottle with ‘Selena’ on yet. This is encouraging the audience to
purchase a bottle because it has their favourite celebrities name on again increasing
sales and getting people involved in the campaign further in their personal lives.
They also produced an advert during an important period for the Royal Family where
William and Kate got married with them producing an advert with bottles with each
of their names on. Getting involved in celebrities and during an important public
event which the British public would be monitoring and interested in. This again
establishes a sense of community amongst the audience and celebrates a public
event.
Taylor Swift was also used to advertise to the audience and was very
popular at the time the campaign was running. She can be seen
holding a Share a Coke bottle with her name on it. This again
encourages the audience to do the same and also includes a hashtag
which encourages people to purchase a bottle with her name on it
and post on social media using the hashtag further boosting the
campaign for free.