Coca-Cola and E. & J. Gallo Winery Win Innovation Awards

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Coca-Cola and E. & J. Gallo Winery Win Innovation Awards

By CGT Staff - 08/18/2015
Coca-Cola and E. & J. Gallo Winery have been awarded the 2015 CPG Awards for Innovation and Creativity.

In recognition for their creativity and willingness to take risks, resulting in measurable results and significant impact on the entire industry, The Grocery Manufacturers Association (GMA) Advisory Council selects two companies to receive the awards each year.

E. & J. Gallo Winery won its award for its innovative initiative to create  a next generation sales system. E. & J Winery’s tremendous growth over the last ten years - from a winery focused primarily on mid-priced and value-priced wines to a wine and spirits company with offerings across almost every price point, region and spirits category - drove the company to revolutionize its system.  Through the development of a series of inter-connected applications, E. & J. changed the way it worked as a sales organization, enabling a truly mobile sales force through visual discovery, mobile access and opportunity analysis and prioritization.

This initiative required an outside-the-box approach to application development, embedding IT personnel with sales to perform an in-depth evaluation of how they work and how to leverage emerging technologies in the name of efficiency, according to E. & J. Gallo Winery. 

Coca-Cola won its award for its highly successful “Share a Coke” campaign, which was in market in the U.S. during the summer of 2014. The campaign, guided by research from the original 2011 campaign in Australia, allows people to find their names -- and the names of family members, friends and coworkers -- on bottles of Coca-Cola, Diet Coke and Coke Zero.

The Share A Coke program selected 250 of the most popular first names for American teens and millennials and replaced one of the iconic logos on 20-oz. bottles with the monikers. Shareable 1.25- and 2-liter bottles sported group names like “Family” and “Friends,” and nicknames like “BFF,” “Star,” “Legend,” and “Wingman” were on 12-ounce cans.

“Share a Coke” was a number one global trending topic in July 2014, with nearly 700,000 posts across all social platforms. The #ShareaCoke hashtag gave people a platform to share their stories and photos for the chance to be featured on interactive Coca-Cola billboards across the country and online.

“Research shows people generally feel more positive about a brand when marketing messages are personalized. Share A Coke gets people talking and connecting by giving them a new way to relate to our brands,” said Jim Dinkins, Chief Retail Sales Officer, Coca-Cola North America. “Because Share A Coke generated significant excitement and velocity at retail, the successful program has returned for a second year. This summer, Coca-Cola, Diet Coke and Coke Zero packaging is emblazoned with 1,000 names and we’ve offered more ways to share through additional retailer activation opportunities.”

The awards were presented at the GMA Leadership Forum at the Broadmoor by Greg Smith, Global Lead Partner, KPMG LLP, and chairman of the GMA Advisory Council.