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Stephen L. Carter

What #Shareacoke Reveals About Advertising

The campaign has people talking -- but that might not translate into sales.
Targeting the reindeer market.

Targeting the reindeer market.

Photographer: Chris Ratcliffe/Bloomberg

My wife and I like to think of ourselves as rational consumers. We read product reviews, compare prices and study ingredient labels. We search out the science behind every slogan. We ignore most advertising. We happily forgo big brands when others meet our standards. We don't rush out to buy the latest thing. Our car is nine years old because it runs fine and we don't need all the digital toys adorning the new ones. So we were probably the most surprised people in the U.S. when the #shareacoke campaign reeled us in.

And, oh how it caught us. Big time.