This presentation tries to explain the main point, form a semiotic point of view, of the famous campaign "Share a Coke with". Floch and Greimas are the main authors that I choose for discover the roots of the campaign and analyze the semiotic mechanism which manage the signs used in the communication. The last aspect of the keynote regards the developments which the semiotic approaches had into the marketing and the communication through advertising and events, during the whole campaign.