Coca-Cola launched a campaign called "Project Connect" in Australia in 2011 where they replaced brand labels on bottles and cans with the most popular names in Australia. The goal was to strengthen their brand's connection with young adults and inspire happiness. Over 250 million personalized bottles and cans were sold in Australia, reaching over 70 countries total. The campaign spoke to people personally and consumers unexpectedly used the personalized cans to connect emotionally with others, from soldiers overseas to friends and family, showing the public took the idea in meaningful ways that surprised Coca-Cola.

2. • Began in Sydney Australia in 2011
• Presented in a 151- word brief
• The resulting campaign became known as
“Project Connect”
• The goal was to both strengthen the
brand’s bond with Australia’s young
adults, and inspire shared moments of
happiness in the real and virtual worlds
• They replaced Coke branding on bottles
and cans with the 150 most popular
names in Australia

3. • That summer, Coke sold more
than 250 million named bottles
and cans in a nation of just
under 23 million people
• The campaign made its way
around the world, reaching
more than 70 countries, to
date.
• Coca-Cola teams from Great
Britain, to Turkey to China and,
most recently, the United
States

4. • Spoke to fans at eye level
• People were buying Cokes to show people
they cared for that they missed them…
• From soldiers overseas in Afghanistan, to
loved ones in hospital, to long-lost friends.
We hadn’t really anticipated the packs
being used in this emotionally powerful
way. It was an example of how the public
took the idea and shaped it themselves
• The overwhelming demand for the
personalized cans surprised us. They
quickly became a must-have object of
desire.
• We sent traveling kiosks, which
consumers could visit to customize a
can of Coke, to major shopping malls
across the country.
• we purposefully made the invitation
more about giving a Coke to someone
else rather than keeping it to yourself