Coca-Cola launched a marketing campaign called "Share a Coke" in Australia to increase summer consumption and get people talking about the brand again. They printed the most popular names on Coke bottles to spark conversations and remind people of relationships. Young adult consumption increased 7% and the campaign improved perceptions of Coca-Cola among teens by personally connecting the brand to consumers through a shared naming experience.

1. “Share a Coke”
Coca-Cola’s Marketing campaign
By Jin Lin Pan

2. Background
• In summer 2011, Coca-Cola wanted a big idea for an increasingly
competitive market and get Australians to sit up and notice Coca-Cola.
• A Campaign was needed that would make a big splash and disrupt
and excite Australians. It also needed to have mass appeal, while
hitting the young target.

3. Objectives
• The primary campaign objective was simple: increase consumption of
Coca-Cola over the summer period. The secondary objective was to
get people talking about Coca-Cola again.
• The campaign needed to make consumers see Coca-Cola in a way that
would encourage them to actually consume the product, not just love
the brand.

4. Strategy
• Coca-Cola wanted to jumpstart real conversations and remind people
of those in their lives they may have lost touch with, or have yet to
meet.
• Australians are known for calling each other by their first name, or
“mate” for that matter, and what better way to spark conversation
than by using a first name.

6. Execution
• Coca-Cola printed 150 of the country’s most popular names on labels
of Coke bottles for the first time in the brand‘s history.
Channel:
• TV (reached 30% of population)
• Outdoor (including digital signage)
• Publicity (seeding kits to key media and influencers)
• Mobile (SMS/MMS)
• Facebook (sharing virtual cans and feedback)

8. Results
• Young adult consumption up by 7% making 2011 the most successful
summer ever.
• Over 18 300 000 media impressions.
• Traffic on the Coca-Cola Facebook site increased by 870 % and the
Facebook page grew 39%.
• 76 000 virtual Coca-Cola cans were shared online and 378 000 custom Coke
cans were printed at Westfield malls across the country.
• Over the Campaign, teens claimed it gave them a very positive impression
of Coca-Cola. Scores on “always doing new things”, “is a brand I love”and
“for someone like me”all improved with the young adult audience.

10. Why this is a successful campaign?
• The Brand personally connected with Consumers
By offering the personal experience, For example, when a consumer
shares a name-branded coke bottle their friends, they feel that they are
creating better memories rather than promoting the Coke brand itself.

11. Thank You