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Diploma in Marketing

Corporate Communication
BM0391_MK1423

Corporate Communication Report on


Share a Coke Campaign in Singapore

Liang Jun, 146732J

July 1, 2015
Prepared for Umah Devi Ramasamy
Chief Executive Officer (CEO)

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Table of Contents

1. Introduction.............................3
1.1 Background Information
1.2 Mission and Vision
1.3 Companys Goals and Objectives
2. Role in PR & Corporate Communication Functions.........................4
2.1 Internal Relations
2.2 Corporate Social Responsibility
2.3 Community Relations
2.4 Media Relations
3. Campaign Analysis.............8
3.1 Background of Campaign
3.2 Stakeholders and Communication Objectives
3.3 Effectiveness of tools adopted
4. Media Analysis..........................10
4.1 Related News Articles
4.2 Challenges Faced
5. Recommendations .............................13
5.1 Cross Media Communication
5.2 Public Relations and Publicity
5.3 Sales Promotion
5.4 Events and Experiences
5.5 Publication Method
6. Appendix................................15
6.1 QR code for cross media communication
6.2 Photo-taking and Video-shooting for game participants
6.3 Premium glass bottle and free t-shirt
7. Reference...............................17

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1.Introduction
1.1 Background Information
The Coca-Cola Company is a beverage company. It owns or licenses more than
500 nonalcoholic beverage brands. It primarily serves sparkling beverages but also
wide range of still beverages such as water, juices, ready-to-drink teas and coffees,
and sports drinks. The Coca-Cola Company was founded in 1886, by John S.
Pemberton and served Coca-Cola at a local Pharmacy in downtown Atlanta, Georgia.

Today, the Coca-Cola Company has been serving for more than 127 years and is
one of the largest beverage companies headquartered in Atlanta, United States. The
company is engaged in the production, distribution, and marketing of nonalcoholic
beverages and syrups. It is listed on the New York Stock Exchange (NYSE) and the
Dow Jones Industrial Average (DJIA) (MintGlobal, 2014). On March 16, 2014, the
share price of the Coca-Cola Company is recorded at $38.17 under NYSE.
(Christopher Hnatko)
Coca-Cola Singapore is one of the companys branch, and this branch is deemed as
the Asias Innovation Lab. Creative experimentation and innovation is the driving
force behind all initiatives at Coca-Cola Singapore. Over the past year Coca-Cola
Singapore has introduced new flavours like Coke Lime and Vanilla Coke to their
ever-popular line Coca-Cola drinks. (CocaCola Singapore)

1.2 Mission and Vision


Mission statement of Coca-Cola: To refresh the world in mind, body and spirit. To
inspire moments of optimism through our brands and actions. To create value and
make a difference everywhere we engage.

Vision: The Coca-Cola Company and its bottling partners developed a 2020 Vision in
2009. This vision is a roadmap to doubling their global system revenues in the next
10 years by focusing on six key areas: profit, people, portfolio, partners, planet, and
productivity. People: Be a great place to work where people are inspired to be the
best they can be. Portfolio: Bring to the world a portfolio of quality beverage brands
that anticipate and satisfy people's desires and needs. Partners: Nurture a winning
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network of customers and suppliers, together we create mutual, enduring value.


Planet: Be a responsible citizen that makes a difference by helping build and support
sustainable communities. Profit: Maximize long-term return to shareowners while
being mindful of our overall responsibilities. Productivity: Be a highly effective, lean
and fast-moving organization. (Christopher Hnatko)
1.3 Companys Goals and Objectives
The main objectives for the Coca-Cola Company are to be globally known as a
business that conducts business responsibility and ethically and to accelerate
sustainable growth to operate in tomorrow's world. (The Coca-Cola Comapny)
According to the Coca-Cola Companys 2020 Vision, some of its specific goals
include: Increase profit by cutting down costs through productive and efficient
production facilities; Focus on environment friendly bottling production and enforce
sustainability; Continue to diversify its portfolio through innovations and partnerships,
keeping consumer demands in mind; Increase annual operating income by 6-8% in
order to double their revenue by 2020. (Christopher Hnatko)

2. Role in PR & Corporate Communication Functions


2.1 Internal Relations
Coca-Cola Singapore believes in employee engagement at every level as the key to
being the employer of choice, where people create extraordinary results everyday.
Not only do they refresh the world through their brands, they also inspire each
employee with optimism and ignite the passion within every individual. Coca-Cola
Singapore strives to ensure that every single employee at Coca-Cola Singapore is
equipped with adequate knowledge and opportunities to grow. An openness in
communication is what drives the dynamism here.
The Coca-Cola Culture is that they believe the true secret formula of Coca-Cola is
its highly talented and motivated associates. A quote from its CEO states that We
are a high performance team in a happiness factory with happy energy who takes
ownership and pride in refreshing and inspiring the world around us. We leverage
our rich individuality to grow the collective excellence.
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The following is what it is like to work at Coca-Cola: They praise and encourage
excellence in the workplace with Coca-Cola Red Tags. They allow employees to
enjoy time out and snacks at the Playden. Each associate goes shopping on their
birthday with vouchers to spend. All new associates undergo a comprehensive onboarding programme and are assigned a Buddy to help them with the transition.
There are also opportunities to participate in global Coca-Cola properties such as the
Olympics. There is Go for Gold Employee Ambassador Programme for Beijing 2008
Olympic Games gives associates nominated by their peers a once-in-a-lifetime
experience to be in Beijing to experience the excitement of the games and even
meet star athletes. Leadership is in the DNA of Coca-Cola Singapore. Every
associate has a mentor to help cultivate their developmental needs and champion
them in the organization. Every employees career is discussed and their
development is planned in a quarterly talent development forum. (The Coca-Cola
Culture)
2.2 Corporate Social Responsibility
Coca-Cola Singapore believes in corporate social responsibility. Below are the series
of activities Coca-cola Singapore has introduced that benefited the Singapore
society.
Coca-Cola Catalyst: A joint programme between Coca-Cola Singapore and North
East Community Development Council is helping over 45 Professionals, Managers,
Executives and Technicians (PMETs) in developing life skills. The PMETs are being
coached by mentors comprising Coca-Cola management and North East District
Councillors. This programme, called Coca-Cola @ North East, was launched on 9
November 2009. (Coca-Cola Singapore)
Sundays @ the Park: A programme by the Health Promotion Board, together with
ActiveSG, NParks, Peoples Association and Coca-Cola. Coca-cola invites the public
to get active with their family and friends and enjoy instructor-led group workouts,
fitness bootcamps and classic childhood games. (Coca-Cola Singapore)
Coca-Cola Lecture Series: Three hundred international MBA students from INSEAD
had an audience with Alex Cummings, EVP and Chief Administrative Officer of The
Coca-Cola Company, as he shared his thoughts on "Building a Global Brand for
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Everyone, Everywhere - A Leadership Story". This was part of the Coca-Cola


Lecture Series.
The Coca-Cola Lecture Series has made its rounds in tertiary institutions around
Singapore to share Marketing and Business expertise with students since 2006.
Relevant topics, such as brand management during an economic downturn, are
delivered by subject matter experts, such as Shakir Moin, Director of Sparkling
Brand Portfolio for Coca-Cola Pacific, who spoke to 400 NUS business
undergraduates in October 2009 on The Boat in a Storm - how a multinational
corporation like Coca-Cola handles a recession. (Coca-Cola Singapore)
Coca-Cola and The Singapore Red Cross Society (SRCS): In November 2011,
Coca-Cola Singapore and the Singapore Red Cross Society announced a
partnership to promote blood donation in Singapore. The programme is part of
Coca-Cola Singapores ongoing commitment to making a positive and meaningful
difference in the local community. As part of the partnership Coca-Cola works with
the local Red Cross and other partners to conduct blood drives in various locations
across Singapore.
In 2012 Coca-Cola conducted five blood drives with the Red Cross. In August CocaCola partnered with Singapore Institute of Management (SIM) student council groups
to host a blood drive for SIM students. The drive succeeded in collecting over 200
units of blood. The Coca-Cola Charger (a mobile fun and refreshment unit),
accompanied by the Red Cross Blood Donor mascot, visited SIM during the two-day
blood drive, to encourage students to donate blood. Blood drives were also held at
Mapletree Business City and The American Chamber of Commerce (AmCham)
Singapore.
In 2012 Coca-Cola Singapore also helped the Red Cross to revamp their marketing
and communication materials, allowing them to attract more donors. The project
included the launch of a new blood donor mascot (affectionately known as the Blood
Buddy), as well as the development of a new digital guide to blood donation.
In addition to the public blood drives Coca-Cola also conducted blood drives with
employees at its two manufacturing plants. Coca-Cola employees were given the
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opportunity to donate blood during working hours, making it more convenient for
them to give back to those in need. (Coca-Cola Singapore)
The Coca-Cola Company also vows continued support to 7th Asian Forum on
Corporate Social Responsibility in Singapore. The Coca-Cola Company for the sixth
year in a row, is continuing with its strong support to the Asian Forum on Corporate
Social Responsibility (AFCSR) five of those six as a platinum sponsor. AFCSR,
now on its seventh year will be held at the Grand Copthorne Waterfront in Singapore
on November 20 & 21, 2008. For the sixth consecutive year, The Coca-Cola
Company helps bring together senior business executives, government officials and
major NGOs throughout the Asian region to share Worldwide CSR Thinking and
Experience. This years theme is: Business Response to Social Issues: Getting it
Done. Mr. Stuart Hawkins, Director of Public Affairs and Communications for CocaCola (Thailand) Ltd will be speaking on Building Community Partnership on
November 20. The AFCSR program includes a combination of plenary and
concurrent special interest sessions featuring business and political leaders, as well
as high-ranking executives from international organizations and non-government
organizations from all over the world. 60 to 80 chief executive officers and senior
management from several nations will be workshop speakers at the event. (CocaCola Singapore)
The Coca-Cola Company also provides grant funding, foundational support and
promotional help to a programme named Exercise Is Medicine, which now serves 34
countries and helps spread the word that being active can save your life.
The Coca-Cola Company promised an ongoing commitment to advance evidencebased science and underscore the importance of an active, healthy lifestyle. Jim
Whitehead, executive director of the American College of Sports Medicine says that
"Exercise is Medicine is extremely grateful to have corporate sponsors such as our
first founding partner, The Coca-Cola Company. If not for them, EIM would not have
been able to touch the public to the extent that it has." (Coca-Cola Journey)
2.3 Community Relations
Coca-Cola Singapore has a Twitter account: @CocaColaSG; and a Facebook page:
Coca-Cola Singapore Beverages. These accounts are used to engage their
customers in two-way communication in order to get valuable feedback and educate
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the public on events going on in the organization. (@CocaColaSG ) (Coca-Cola


Singapore Beverages)
Coca-Cola tapped on Singapores 50th anniversary to build community relations with
Singaporeans. In celebration of Singapores 50th anniversary, Coca-Cola invites
people to share their Share a Coke stories, photos and videos on social media
using the hashtag #ShareaCokeSG and #SG50.
Coke, Coke Zero and Coke Light cans and bottles also featured commonly-used
Singaporean terms such as Auntie, Uncle, Ah Boy and Chiongster. It will also have
favourite Singlish phrases such as Gam Siah, Relak Lah and Chiong Ah amongst
other more commonly used colloquial terms.
Coca-Cola attempts to create something special that celebrates Singapores unique
identity and heritage while strengthening the bonds with the nation. (Manjur)
2.4 Media Relations
Coca-Colas Share a Coke compaign recerive wide-scale coverage from various
media. It shares an especially positive relation with the social media. According to
Social media analytics firm Networked Insights, the campaign earned a total of
18,300,000-plus media impressions, and traffic on the Cokes Facebook site
increased by 870%, with page likes growing by 39%. Traditional media such as
magazines and news papers also responded positively towards the campaign. One
such example is that Singapores MediaCorp group made positive comments about
the clear channels that Coca-Cola has used to ger their messages across.
3. Campaign Analysis
3.1 Background of the Campaign
Coca-Colas Share a Coke campaign banked on the idea that people find
personalization irresistible. Through integrated marketing techniques, the Coke
brand successfully infiltrated social media, retail spaces, and outdoor marketing with
its personalized paraphernalia.
This campaign was first introduced in Australia in 2011, and the campaign saw
massive success with a 7% increase in Coke consumption. With the success of the
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campaign down undah, U.S. Coke finally decided to give the campaign a try in the
states for the first time in June, 2014. The campaign is then being launched in other
countries. (Incitrio)
The Share a Coke campaign has now arrived on Singapore and will last from 4th
May 2015 till the end of August. For every S$10 spent on Coca-Cola trademark
products (including regular Coke, Coke light and Coke zero), customers can receive
their own personalize can of Coca-Cola. Just present their proof of purchase at a
Share a Coke roadshow, customers can get their own personalize can of Coke.
(ShareaCokeSG)
One of the first available venue was Giant Tampines Share a Coke roadshow from
26 April to 3 May 2015 from 12pm to 9pm. Giant Tampines had a dedicated Cashier
counter (Counter 23 on 1 May 15) for Coke Purchases only so the waiting time will
be shorten. While waiting, the event promoters will come and verified the purchase
and request everyone to write their preferred wordings behind the receipt. They can
only write a maximum of 12 characters. Before reaching the printing station, there
will be event staffs first showing the terms and conditions on the touch screen
monitor. After reading and accepting the terms and conditions, the staff will help to
input the words and let customers verify first before sending for printing. Customers
will then be issued a queue ticket and the wait will depends on how many cans are in
the queue. There were two printing stations at Giant Tampines. (KOALA)
3.2 Stakeholders and Communication Objectives
The companys stakeholders in this campaign include employees, customers,
stockholders, investors and the local community. Employees are always an
important public as they are Coca-Colas public relations front line. Therefore, the
communication objective for them is to make sure they have sufficient and accurate
information so that they are credible to the public. Moreover, an uptight and positive
image about the company is very important for employees to have a good perception
towards the company. PR practitioners should aim to promote tolerance in order for
the campaign to run smoothly. Investors and stockholders need to be provided with
financial information concerning organizations strategy and operations. Existing and
prospective customers need to be supplied with information about the new products

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and services. This is done through advertising, sales promotions, and in-store
promotions.
The communication objective is to create a gift-giving dynamic which further
encouraged the collectability of Coke products. Coca-Cola Singapore also attempts
to create something special that celebrates Singapores unique identity and heritage
while strengthening the bonds with the nation. (Manjur)

3.3 Effectiveness of tools adopted


Roadshow: Coca-Cola introduced Share a Coke Roadshow at many places in
Singapore. This is effective as it improves the campaigns credibility and feasibility. It
allows one to present the proof of purchase at a specific venue and receive his
personalised can of Coke.
Poster: There is advertisement poster at the Coke shelves at Fairprice Extra. The
poster gives detailed information about the time and place where the campaign is
taking place. It is an effective tool in giving out information as there is usually large
customer traffic around Fairprice.
Social media: When people were successful in finding their name on a bottle, they
were encouraged to share it on social media using the hashtag #ShareaCoke. This
sharing behaviour acted as an organic means of spreading brand awareness
throughout social media platforms. Friends would see each other finding their names,
enjoying a Coke product, and they would be inclined to interact with the brand, and
so on.
In store promotion: When people visit retail locations, shop sttendants will explain
the names on the coke package and encourage purchase of Coke products. This
ensures that all interested customers get relevant and accurate information. So it is
an effective tool.
4. Media Analysis
4.1 Related Articles
Social media played a huge role in the success of the campaign.
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Article 1, Coca-Colas Share a Coke Reaches Singapores Shores, Just inTime for
SG50, is a press release about Coca-Colas Share a Coke campaign during Sg 50.
It provides a summary of what the campaign is about, and how and where it is
carried out. It also includes the roadshow schedule. The tonality of this article is
positive and informative.
Article 2, #ShareCokeSG hits local shores as the nation celebrates#SG50, is a
newspaper article which includes interview answers from the general manager of
Coca-Cola Singapore. The manager explains the purpose of the campaign and
expressed optimism towards the outcome of the campaign.
Article 3, Share a Coke Roadshow at Giant Tampines, is a bloggers post about how
he obtained his can of coke at Giant Tampines, Sinapore. The blogger explains the
disappointment he had-he is not allowed to write his full name as there is a word limit
of 13 characters. The blogger also recalls the efficiency and helpfulness of event
staffs. The tone of this article is neutral.
Article 4, Share a Coke Results Lead Summer Campaigns, is from the official
website of Marketing Daily. This article provides relevant statistics and comments
about how successful the campaign is. The article reveals that Coca-Colas share a
coke campaign outperforms other major summer beverage campaigns in America.
Article 5, What the Share a Coke campaign can teach other brands, is a newspaper
article that reviews on the learning points from this campaign. It reveals the tactics
(Mass market penetration, personalization and user-generated content) that CocaCola had used which helped them to achieve great success. The tone of this article
is neutral.
Article 6, Cokes Personalized Marketing Campaign Gains Online Buzz, is a
journalist article. This article shows the viral effects of the campaign in the digital
world - more than 353000 virtual bottles have been shared on the campaigns
website. The article praises such campaign-specific web as smart content marketing
plays.
Article 7, Why Share a Coke campaign by Coca Cola is a Global Hit, is an article
from Lifestyle Magazine. This article has an extremely supportive tone towards the
campaign, as it only shows positive responses of people from different countries
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where the campaign is launched. The article terms the campaign as a campaign for
everyone.
Article 8, Cokes share a coke campaign: an integrated marketing success, is an
online article praising the campaign as pure marketing genius. The article analyses
the long-lasting positive outcomes of the campaign - it created a gift-giving dynamic
and promoted brand awareness. The article has a supportive tone towards the
campaign.
Article 9, Coca-Cola Co. Announces Returns of Share a Coke, is an online article
which includes Cokes full press release about the return of the campaign. The tone
of the article is very positive as it says share a coke returns with 1000 reasons to
enjoy a coke in this summer.
Article 10, Coke aims to connect with teens through innovation, is an article from an
Australian online media editor. The article offers a different angle in analysing the
effectiveness of the campaign. Although it did praise the success of the campaign,
the campaign could not solve the problems that the Coca-Cola company is facing coke is under pressure globally over its high sugar content, and the company has to
retrench workers to survive in the industry.
Article 11, How Coca-Cola Share a Coke campaign succeeded by putting the
audience first, is an article from an advertising expert from UK. The tone is positive
and supportive as the article only highlights the strengths of the campaign. The writer
expressed his appreciation towards the companys ability in creating such a
successful campaign.
Article 12, Clear Channel and Coca Cola invite Singaporeans to Share a coke in
personalised poster campaign, is an article from MediaCom. It highlights the
channels that the campaign has used to get their message across. This article has a
positive and praising tone.
4.2 Challenges faced
According to Dion Appel, CEO of youth marketing agency Lifelounge, simply using
new media channels and coloured cans would not be enough to recapture Cokes
past glory. (The Australian Business Review)
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Moreover, the prevailing public sentiment has been trending towards healthier
lifestyles for many years now, so brands that represent less healthier choicesfrom
fast food to soft drinkshave had a difficult PR field to plow. Coca-Cola isnt a
healthy product, and therefore it has been under intense scrutiny from parents,
health advocates, and even Mayor Bloomberg of New York City. (Thompson)

5. Recommendations to improve communication process


5.1 Cross Media Communication
Coca-Cola can engage different media simultaneously to ensure that they receive
sufficient coverage. The communication can start with a simple print material that
includes a QR code. For example, the QR code can be imprinted on cokes bottles,
cans and posters. The QR code will then drives the customer to a dedicated website.
Through consumers interactions in this site, their preferences and needs are refined
and reconfirmed by email, while other important information such as preferred
delivery methods or other information are conveyed via SMS. With this one to one
marketings cross media approach, Coca-Cola can maximize its reach to its target
customers.
According to the Caslon PODi report (a worldwide compilation of the response rates
recorded by different industries for specific marketing activities), response rates for
static marketing ranged from an average of less than 2.3% (for direct sales efforts),
to 3.4% in lead generation. With one to one marketing, a cross media approach
could outperform generic campaigns by 2 to 8 times based on campaign objectives
lead generation, direct order, traffic generation, data gathering and loyalty
programmes. (Koh). This means that a single and static media platform will not work
well for the new genetation. Therefore, it is very important to link one media to
another so that all media platforms are effectively engaged and buyers attention is
effectively retained.
5.2 Public Relations and publicity
The Coca-Cola company can sponsor events and programs in order to promote the
companys image. For example, Coca-Cola Singapore can sponsor meaningful
activities which are held during the SG50 period, such as the Singapore Puzzle
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Hunt and TreasureSG. (SG50-Singapore Puzzle Hunt ) Singapore Puzzle Hunt is


an activity in which participants of the event have to complete a series of cryptic
puzzles which will challenge their minds and local knowledge. Similarly, "Treasure
SG" is a treasure hunt that will take place throughout 2015 in celebration of SG50.
Every month, treasures will be dropped around Singapore at different locations, with
clues being released on Treasure SG Facebook page & Instagram. (Treasure Hunt)
Knowing that people today like to take pictures and videos to record fond memories,
Coca-Cola Singapore can sponsor those activities during SG50 through stationing
employees at the game venues to take pictures and videos for the game participants.
After games are being completed, the videos will be burned into CD, and photoes be
printed out on the spot. The videos and photos will then be given out to the
participants for free. This is to show that Coca-Cola Singapore encourages people to
share good memory and stay connected with their family members, friends, and
colleagues, and that Coca-Cola is willing to celebrate SG50 with every Singaporean.
Sponsoring such significant events in Singapore will create good emotional
connection between consumers and the brand. This indirect, soft-sell method may
work especially well on people who do not respond to traditional hard selling
methods such as advertisement and sales promotions.
5.3 Sales Promotion
Coca-Cola Singapore can introduce premium-priced packages during SG50. The
package can include cans and glass bottles with special prints on them which serve
to bring back old memories of Singaporeans.
Meanwhile, the Coca-Cola company can adopt sales promotion method to provide
short-term incentives for purchasing. Free Tshirt with SG50 printed on it can be
given to customers who purchase the Coca-Cola special SG50 package.
5.4 Event and experiences
Coca-Cola Singapore can gather people in one big open area in Singapore (such as
Marina Bey Sand), and then encourage them to give a can of coke to a nearby
person and then drink it all together. This process will then be recorded into a video
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and send to create a new Guiness World Record The largest number of people
who share and drink coke together.
Though this event, Coca-Cola Singapore can create special brand-related
interactions with its consumers.
5.5 Publication method
Coca-cola can launch a small writing competition online in order to increase
awareness of all the activites that it had organized. People are encourage to write
about the events and products that Coca-Cola has launched during the SG50 period.
Those who reveived the largerst number of Share and Like from social media for
their articles will be awarded with cash, eg. $300 per article.
6. Appendix
6.1 QR code for cross media communication

6.2 Photo-taking and Video-shooting for game participants

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6.3 Premium glass bottle and free t-shirt

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7.References
@CocaColaSG . n.d. https://twitter.com/cocacolasg.
Christopher Hnatko, Romita Sidhu and Li Zhang. The Coca-Cola Company Case Synopsis. 17 March
2014. http://www.sfu.ca/~sheppard/478/syn/1141/Group_F.pdf.
Coca-Cola Journey. 19 October 2012. http://www.coca-colacompany.com/stories/doctors-ordersexercise-can-save-your-life.
CocaCola Singapore. n.d. http://www.coca-cola.com.sg/news/localnews.asp?NeID=191.
Coca-Cola Singapore. n.d. http://www.coca-cola.com.sg/communities/coke_catalyst.asp.
Coca-Cola Singapore. n.d. http://www.coca-cola.com.sg/communities/coke_lecture_series.asp.
Coca-Cola Singapore. n.d. http://www.coca-cola.com.sg/communities/red_cross_partnership.asp .
Coca-Cola Singapore. n.d. http://www.coca-cola.com.sg/news/localnews.asp?NeID=263 .
Coca-Cola Singapore. n.d. http://www.cocacola.com.sg/active_healthy_living/sundays_at_the_park.asp.
Coca-Cola Singapore Beverages. n.d. https://www.facebook.com/pages/Coca-Cola-SingaporeBeverages/200260279989880.
Incitrio. 01 October 2014. http://incitrio.com/cokes-share-a-coke-campaign-an-integratedmarketing-success/.
KOALA. Koala & Eve Blog. 2 May 2015. http://koalaandeve.com/share-a-coke-roadshow-at-gianttampines/ .
Koh, Johnny. Singapore Business Review. 07 December 2012. http://sbr.com.sg/mediamarketing/commentary/anatomy-successful-direct-marketing-campaign-in-singapore.
Manjur, Rezwana. Marketing News. 22 April 2015. http://www.marketinginteractive.com/shareacokesg-hits-local-shores-nation-celebrates-sg50/.
ShareaCokeSG. 2015. http://www.coca-cola.com.sg/ShareaCokeSG/.
The Australian Business Review. 03 November 2014.
http://www.theaustralian.com.au/business/media/coke-aims-to-connect-with-teensthrough-innovation/story-e6frg996-1227110776768.
The Coca-Cola Comapny. n.d. http://thecocacolacompany-sabrinayang.weebly.com/objectives.html.
The Coca-Cola Culture. n.d. http://www.coca-cola.com.sg/workplace/the_coca_cola_culture.asp.
Thompson, James F. Prnewser. 21 August 2013. http://www.adweek.com/prnewser/coca-colalatest-pr-effort-focuses-on-movement/71529 .

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