Coke

One of Coca-Cola’s most Ambitious campaigns to date

#AnAdvertADay #Day49

In a youthful twist to Coco-Cola’s 128 year old legacy of bringing people together, they have rolled out one of their most ambitious campaigns to date. The “Share a Coke” campaign, was first launched in Australia in 2012 and has since rolled out in more than 50 countries. This year, it went bigger by extending this campaign in the U.S.

So here is how it works:

Coca-Cola took the most common names of the particular country and printed them on all of their bottles. It invited fans to find their names – as well as the names of family members, friends, co-workers and people they’d like to know better – on bottles of Coke, Diet Coke and Zero. They encouraged people to buy the bottle with their name, as well as one to share with your friend’s name on it.

share a coke

Shareable 1.25- and 2-liter bottles also sport group names like “Family” and “Friends”. Colloquial nicknames like “BFF,” “Star,” “Bestie,” “Legend,” “Grillmaster,” “Buddy” and “Wingman” appear on 12-oz. cans.

The “Share a Coke” packaging rolled out in June and will remain on the shelves through August.

A 500-stop, cross-country “Share a Coke” tour featuring travelling kiosks will enable fans to customize a Coca-Cola mini can for themselves and a second can for someone special. The tour will satisfy fans who can’t find their names on store shelves.

One can also visit www.shareacoke.com to personalize virtual bottles and share them with friends via Facebook, tumblr, Twitter and Instagram.

The campaign started with 250 names in Australia back in 2012 and now, it’s gone beyond thousands of names in over 50 countries. The spirit of ‘sharing’ is captured very well via their campaign communication and the personal touch is undeniably irresistible. How do you see a bottle with your name and your friend’s name on it and not pick it up? That’s why this is ingenious. Many brands would have thought of this without a doubt, but it takes a coca-cola to pull it off.

Here is the commercial that is so beautifully made and well-scripted that it will leave you with a smile on your face.

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#Day11 – Coca Cola ‘Fair play’

#AnAdvertADay

Coca – cola has been known for a diverse range of successful campaigns worldwide, always with a strong tie-up to it’s proposition. Currently, it’s about dwelling in happiness and sharing it with others.

Playing on an inter-national tactical opportunity i.e. the football fever, Coca-cola installed two vending machines on two sides of a football stadium during a match. Both the vending machines were connected to each other. A display screen seeded live footage from a camera on the other machine. If you pressed a button on the machine in front of you, the other machine would dispense a coke for a fan of the competing team.

Such a brilliant idea to bring out a spirit of unity between the fans of the two team via their product. Well, Coca-cola campaigns have never been known to disappoint, have they?

Here’s a tag-line I’d use for this – ‘Divided by teams, united by the game.’

Sounds familiar? It is.

Watch the Coca-Cola campaign here.