Coke's 'Tattoo Can' campaign dovetailed off of the success of the soft drink company's famous 'Share a Coke' platform, but the new campaign was shifted to better represent the interests of Hispanic consumers in honor of Hispanic Heritage Month. For Tattoo Can, coke created cans that had common Latino surnames printed on the sides in ink, allowing Hispanic consumers to get temporary tattoos of their names straight off of their beverages.
The cans were sold with stickers over the names. After peeling those stickers off, consumers could press the tattoos directly on to their skin thanks to the condensation on the cans.
Coke sold over 130,000 cans during the run of the Tattoo Can campaign. Much of that success can be attributed to the company's understanding of Latino culture. People of Hispanic descent have strong connections to their families, and thus take an immense amount of pride in their surnames.
Surname-Tattooing Soda Cans
Coke's 'Tattoo Can' Campaign Celebrated Hispanic History Month
Trend Themes
1. Personalized Marketing - Creating customized products or experiences that reflect the cultural identity of specific consumer groups.
2. Temporary Tattoo Merchandise - Incorporating temporary tattoos as part of product packaging or promotions to engage consumers in a unique and interactive way.
3. Cultural Celebrations - Developing marketing campaigns that align with specific cultural events or heritage months to connect with target audiences on a deeper level.
Industry Implications
1. Beverage - Exploring unique packaging options and creative marketing strategies within the beverage industry to attract diverse consumer groups.
2. Advertising and Marketing - Offering innovative advertising and marketing solutions that incorporate cultural elements to help brands effectively reach and engage specific consumer segments.
3. Food Packaging - Leveraging creative packaging designs and interactive elements, such as temporary tattoos, to enhance the overall consumer experience and create brand loyalty.