Coca-Cola is more than just a soft drink. It’s one of the most recognized brands in the world, sold in over 200 countries, and consumed more than 1.9 billion times each day.
But how does a brand so global manage to speak to such a wide range of people?
The answer is clever market segmentation.
Instead of using the same message for everyone, Coca-Cola targets different groups with different needs, preferences, and lifestyles. In this reading lesson, you’ll explore how Coca-Cola designs campaigns to appeal to unique demographic segments, learn key vocabulary for marketing, and discuss what makes a brand message effective.
🧃How Coca-Cola Uses Market Segmentation
1. Jean Paul Gaultier Bottle Design → DINKs
In an effort to refresh the appeal of Diet Coke, Coca-Cola teamed up with world-famous fashion designers. In 2012, French designer Jean Paul Gaultier created three limited-edition Diet Coke bottles with corset, tattoo, and sailor motifs. The designs were trendy, edgy, and modern — reflecting a chic, fashion-forward lifestyle. Gaultier even appeared in ads alongside stylish puppets!
🎯 Target Group: DINKs — Double Income, No Kids. This segment typically includes young professional couples who enjoy premium products and modern aesthetics.
📌 Marketing Insight: Limited editions and high-fashion collaborations help build prestige and connect with trendsetters.
2. Share a Coke → Muppies
The “Share a Coke” campaign was a digital marketing success story. Coca-Cola swapped its iconic logo with popular first names, encouraging consumers to find a bottle with their name — or a friend’s name — and share it online. People could also personalize bottles through a mobile app.
🎯 Target Group: Muppies — Millennial Urban Professionals. They are tech-savvy, social media active, and love personalized experiences.
📌 Marketing Insight: People are more likely to share and engage with brands that make them feel seen. This campaign generated millions of social media impressions.
3. We Do → GLAM
When the UK’s sugar tax increased prices on sugary drinks in 2018, Coca-Cola responded with the “We Do” campaign. It featured the message: “They don’t make them like they used to. We do.” Using Elvis Presley’s image and retro aesthetics, the campaign reminded customers that original Coke hadn’t changed in 132 years.
🎯 Target Group: GLAM — Grey, Liberal, Affluent, Mature. Older consumers who value authenticity, heritage, and tradition.
📌 Marketing Insight: Nostalgia can create powerful emotional connections — especially among loyal older consumers.
4. Brotherly Love → SITKOM
In a heartwarming ad titled “Brotherly Love,” Coca-Cola tells the story of two brothers. The older one often teases the younger, but comes to his rescue when needed — all with Coke as the symbol of their bond. Parents watching can easily imagine their own kids growing up and finding peace through shared moments.
🎯 Target Group: SITKOM — Single Income, Two Kids, Outrageous Mortgage. Families under pressure who value emotional connection and unity.
📌 Marketing Insight: Family-themed storytelling builds brand trust and emotional relevance.
🔎 Advanced: What Do These Segment Labels Mean?
Here’s a quick look at the segmentation terms Coca-Cola uses:
DINK = Double Income, No Kids
→ Young professionals who are career-focused and enjoy lifestyle luxury
Muppies = Millennial Urban Professionals
→ Tech-oriented, upwardly mobile millennials with strong online presence
GLAM = Grey, Liberal, Affluent, Mature
→ Wealthy seniors who remain active and value nostalgia
SITKOM = Single Income, Two Kids, Outrageous Mortgage
→ Financially stretched families who prioritize values and bonding
💬 Discussion Questions
Which campaign do you find most creative or effective? Why?
What are the advantages of using lifestyle-based segmentation?
Do you think Coca-Cola's use of nostalgia (e.g. Elvis) still works for modern consumers?
Have you ever bought a product because of its personalized packaging?
Can you name any other brands that use market segmentation well?
📚 Key Business Vocabulary
Demographic segment – a specific group of consumers defined by age, income, gender, etc.
Market segmentation – the process of dividing a market into smaller parts to target specific needs
Brand loyalty – when customers keep buying the same brand repeatedly
Digital campaign – an online marketing strategy using apps, social media, or websites
Limited edition – a product released in small quantities for a short time
Personalized – made or designed to meet a particular person’s needs
Heritage – something that has been preserved from the past and is seen as valuable
Emotional appeal – a marketing technique that tries to connect with the audience’s feelings
Co-branding – when two brands work together to create a single marketing message or product
Target audience – the specific group a marketing campaign is designed for
✅ Comprehension Check: True or False?
The "Share a Coke" campaign was mostly printed in newspapers.
DINKs are usually older people with grandchildren.
The “We Do” campaign emphasized Coca-Cola’s tradition.
GLAM consumers are influenced by modern influencers and viral trends.
SITKOM families might respond to ads that show family bonding.
Answers
❌ False
❌ False
✅ True
❌ False
✅ True
🧠 Reflection: Lessons from Coca-Cola's Success
Coca-Cola teaches us that mass appeal doesn’t mean one-size-fits-all. Great marketing speaks directly to people’s lives, values, and emotions. Whether it's nostalgia, style, humor, or love — there's always a way to connect if you understand your audience.
From a business perspective, the key takeaway is clear:
🎯 Know your market, speak their language, and offer personal value.
💌 Stay Inspired, Stay Ahead!
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HEY, I’M HENRY
Hi, I’m Henry Lilienfield, a TEFL veteran with teaching experience across China, Taiwan, Oman, Saudi Arabia, Iraq, South Africa, and online. With a law degree, two post-grad qualifications in Education Management and Development Studies, and a Level 5 TEFL Diploma, I bring deep knowledge and a practical approach to everything I teach—whether it’s English lessons or how to start your own online teaching business.
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