SHARE A COKE
In 2010 Coke Australia had a problem — kids weren’t drinking Coke. And in a rare moment of weakness, the normally rigid brand gave us permission to try anything and everything. Nothing was off limits. Ironically, even with all this new found freedom, one thought stood out among all the rest — If Coke really wanted to reconnect with a younger audience, maybe it was time to take their name off the product and put their customer’s names on.
What happened next was a little crazy. In the summer of 2011, Coke put 150 of the most popular names in Australia on cans and bottles of its product, going on to sell more than 250 million customized bottles of Coke to a nation of barely 20 million people. The campaign then rolled out to New Zealand, followed by Europe, the UK, the United States, Brazil, India and now exits in over 70 countries world-wide.
Seven Cannes Lions.
Cannes Lion for Effectiveness.