Read the Management Focus article titled 'Share a Coke' in Chapter 18 (page 569) of the textbook and watch the videos below. Share your thoughts on these questions.

1. Why do you think Coca-Cola, one of the world's most iconic brands, was not resonating among the younger generation?

2. How did the Share a Coke marketing campaign meld together Coke's strong global brand with localization to a particular national market and personalization? Did the campaign weaken the global brand or strengthen it?

3. Why was the Share a Coke campaign in Australia so successful?

4. What are the implications of this case for other consumer product companies with a strong global brand, such as Apple or Nike?

Videos:

https://youtu.be/s1f8nFfyNHo

https://youtu.be/9Y2s-bPIY6c

https://youtu.be/6vFeM85Le9w

https://youtu.be/e2Rxj2z4HZA

https://youtu.be/5-ahnFYzMp8

https://youtu.be/2X8Bd3-G6IU