Celebrities Extol ‘Share A Coke’ Campaign

Following the excitement that has greeted Coca-Cola’s novel marketing campaign Share a Coke, DANIEL ANAZIA explores how this campaign started within the celebrity community in Nigeria. 

IT started with an Instagram post by popular comedian, Bovi, in December 2014, announcing that he has received a Coke bottle with his name on it. Soon after, the social media community in Nigeria went agog with images of personalised bottles of various celebrities.

    Celebrities spanning the movie, music and fashion industries as well as the media and youth activists were excited at seeing their names and aliases swapped with the iconic Coca-Cola logo.   

   For some, it was a dream come true – to be recognised by the beverage giants, while for many others, it was a great way to celebrate the festive season and begin the New Year.

   Popular blogger, Linda Ikeji of Linda Ikeji’s Blog, shared images of her personalised pack on her blog with the caption: “Aww… check out my customised LIB/Linda coke bottle. A special gift to me from the guys at Coca-Cola. Thanks guys! What a year!”  

   One of Nigeria’s leading female artistes, Waje, in a video recording shouted in excitement saying, “I don blow o!” after her bottles were handed to her. Not only were they given these personalised bottles, a note from the company appreciating them for the good work they had put into the growth of their various industries accompanied the delivery.

    As many more celebrities, or ‘teen influencers’ as Coca-Cola aptly describes them, received their bottles, one of the amusing comments was on whether the drinks were to be consumed or preserved as a memorabilia. 

   Adenrele Olufemi Edun, popularly known as Denrele, expressed this when he posted images and said, “I no go drink am o! Matter of fact, I dey carry am go pose for church for watch night service tonight. Perhaps when I am over the top famous, I shall auction them on eBay for an exaggerated amount!” His followers had a good laugh with that comment.

   Media personality, Yvonne ‘Vixen’ Ekwere, whose bottles had “Vixen” and her catch phrase ‘Mbok’ written on it, could not hide her feelings. According to her, “it’s funny how just being you makes so much impact. I never thought anyone was looking. Now look at what the brand has done!”

   Since the campaign broke in the Nigerian market, thousands of consumers have been seen at their local supermarkets and shops, searching frantically for their names on cans and bottles of Coke. The beverage giants have made celebrities of these consumers, as when they do find their names (or family’s), they flood their social media pages with such images.

   “It’s about connecting with our consumers using the power of a name in a playful and social way,” said Patricia Jemibewon, marketing director, Coca-Cola Nigeria.

    “We have given our consumers the opportunity to express themselves with a bottle of Coke and to share the experience of happiness with someone,” she concluded.

   It has been two months since the break of the campaign, and the rage is still on. The phrase “Share a Coke…” has now become the latest pop culture sensation in this part of the world. So, when next you want to get the attention of your celeb icon, get a bottle with his or her name on it, upload it on social media and ask if they will share with you.