Coca-Cola, one of the world’s most recognized brands, faced a challenge in the early 2010s. With declining soda sales
in many global markets due to increased health awareness and competition, the brand needed to reinvigorate its
connection with consumers, especially the younger generation.
To boost sales and reconnect with consumers on a personal level, making Coca-Cola relevant to a new generation that
valued individuality and personal experiences.
In 2011, Coca-Cola Australia introduced the “Share a Coke” campaign. Instead of the iconic Coca-Cola logo, bottles
and cans displayed popular names, inviting consumers to “Share a Coke” with “James,” “Sarah,” or even “Mate.” The
campaign combined both online and offline marketing strategies:
- Personalization: Coca-Cola printed 150 of the most popular names in Australia on bottles and
- Interactive Billboards: In major cities, electronic billboards would display names from a
database, personalizing the message for those passing by.
- Social Media Engagement: Consumers were encouraged to share their “Share a Coke” moments on
social media using the hashtag #ShareACoke.
- Customization Stations: Pop-up kiosks were placed in popular areas where consumers could get
their names or those of their loved ones printed on cans.
The “Share a Coke” campaign was a huge success. In Australia, young adult consumption increased by 7%, and
Coca-Cola gained more than 18 million media impressions. The campaign was subsequently rolled out in over 80
countries. The personal touch of seeing one’s name on a product and the interactive components of the campaign
breathed new life into the brand, making it a topic of conversation globally.