“What’s in a name?” the Bard once famously opined. While ‘Share a Coke’s’ seeming response to that query is one that has taken on myriad forms (all stemming from the same basic insight), the answer can be pretty much summed up in a single word: “Everything”.
MANILA – As anyone with even a peripheral awareness of the international ‘Share a Coke’ campaign will readily attest, having a consumer product with one’s name on it is as emotional and visceral an experience as it is commercial. Now, this isn’t really surprising; from scientists telling us there is nothing so beautiful to the human ear as the sound of one’s name, to the proliferation of social media, there has never been a time in human history our civilization has been more concerned with, well, itself, and the people we are connected to.
That such an insight was recognized by and capitalized on by the beverage world’s self-appointed purveyor of happiness has proven to be one of the marketing industry’s biggest successes stories since ‘Share a Coke’ was introduced in Australia in 2011. It doesn’t take a rocket scientist to see why: In the age of the selfie and Instagram overflowing with pictures of people’s meals, the concept of a Coke with one’s own name on it is one that could almost sell itself.
Of course, any concept, regardless of brilliance, would be worthless without a dedicated team to execute it, and a client willing to go all in to support it.
In the Philippines, that client is manifested in the stylish form of Coca-Cola marketing director Jasmin Vinculado. Having assumed the post in July of last year, Vinculado is no stranger to the brand, having formerly served in Australia as head of Operational Marketing of Coca-Cola South Pacific. It was while in Australia that Vinculado became a part of the team that developed the original ‘Share a Coke’ campaign to boost brand awareness Down Under.
Today, with 17 years of consumer marketing experience to her name, Vinculado herself will be the first to tell you with a laugh that she didn’t so much enter the industry as “fell into it”. To wit, Vinculado was recruited right out of university (where she studied business administration and accounting) into the ranks of Procter & Gamble, where she worked her way up, rising to the position of associate marketing director, where she presided over eight brands across eight countries. A little over a decade later, Vinculado decided that she needed a break.
I needed a bit of time to reset myself,” Vinculado says. “P&G was all I knew. So I took a gap year. I just traveled. I learned I could do things alone. Just part of growing up, I suppose, and I became more comfortable with myself, unlike when you’re in your twenties when you’re poor and insecure. It’s not about the cliché of finding myself, I just needed to build my confidence.”
The sojourn served Vinculado well, and the newly-revitalized marketer set her talented sights on working for what she describes as a marketer’s dream. Her target: An icon.
“The difference between working on an icon, versus a strong brand, is that everyone is a brand manager of the icon, everyone’s got an icon. As the marketing person, you think it’s our call, but it’s not; you’re just stewarding the brand. It doesn’t belong to you. That’s the difference between being a marketer today and being a marketer 15 years ago – the brand just doesn’t belong to you anymore.”
In 2007, Vinculado joined Coca-Cola Far East Limited, where, based out of Singapore, she handled development of overall marketing for three countries. It was a role she proved adept at, as she was, admittedly, an admirer of Coke’s “icon-icity”. “Not that (P&G’s) Tide isn’t a well-known brand,” she told adobo. “There’s just a difference in terms of the affinity, and you feel that you have a bit of responsibility to take care of an icon.”
2010 would see Vinculado seize the opportunity to take on the role of Coca-Cola South Pacific as marketing director for sparkling beverages, spurred on by the possibilities offered by working in Australia, recognized as being among the brand’s Top 22 markets. It was there that she played a part on the five-person team that oversaw the creation of what is now recognized as one of the most beloved campaigns from one of the world’s most beloved brands.
In January 2011, the call went out from Coca-Cola senior management to increase the brand’s profile in Australia, which led Vinculado’s team leader to declare that the time had come for them to “rock the boat, and create something that would make people sit up and take notice.”
“It didn’t even have to be something that would necessarily work in other markets, we just wanted something that would make noise, and that’s why we made it a mass appraisal brief”.
The brief in question was a half-page document containing only 151 words. Of the ideas put forth by five agencies, the plan that won was elegant in its simplicity: Put 150 of Australia’s most popular names on the labels of millions of Coca-Cola bottles, and launch the campaign during the “Footy Finals” (the finals of the Australian Football and National Rugby Leagues) weekend in October, traditionally the year’s most-watched sporting events. Given the timeline, time was of the essence.
What followed was a flurry of research, legal wrangling, coordination, and consultations with manufacturers and distributors to make sure that ‘Share a Coke’ would be ready on time. History will note that leaks led to ‘Share a Coke’ being revealed to the public a week early, but this turned out to work in the campaign’s favor, as consumers and industry watchers alike quickly fell in love with the notion of personalized packaging. Through a concerted media effort, combined with overwhelmingly positive buzz and the power of social media, ‘Share a Coke’ became a bonafide phenomenon.
As the campaign grew to blockbuster proportions, it wasn’t long before Coca-Cola bottlers in other countries asked for permission to adopt (and adapt) the basic concept.
The Philippines would join the party in 2014 via multi-platform launch initiatives, including on-the-ground events, television commercials, and, of course, social media executions that encouraged everyone to join in on the fun. Once again adjusted for a local audience, ‘Share a Coke’ caught on with Filipinos via McCann Worldgroup’s inspired decision to base the campaign around giving thanks to the people who play parts in our lives without most knowing their names.
With now over 50 countries, numerous award wins (including Grand Prix glory at Cannes Lions), and robust sales across the board, ‘Share a Coke’ has proven itself to have an almost universal resonance. “Each market codifies how you can take an idea and make it even better,” says Vinculado.
After two years in Australia, Vinculado was ready for a fresh challenge. As it turned out, the decision of which country to shoot for would be an easy one. “I wanted to work on a Top 10 market, and the Philippines happens to be one of them. The Philippines is a big market and, from a professional perspective, I realized I couldn’t not touch the Philippine business and still be Filipino; it didn’t make sense. Coming home was something I felt I had to do. After 12 years away, I felt it was the right thing to do, both professionally and personally.”
So what’s next for Jasmin Vinculado, now that she’s gotten her Top 10 country and shepherded ‘Share a Coke’ to yet another success?
“I think I’ll go for one of the Top 5.”
Words: Mikhail Lecaros
This article appears in the Nov-Dec 2014 issue of adobo magazine. For more stories, grab a copy at all major newsstands today!
