It was a simple idea – put 150 of Australia’s most popular names on the front of millions of
At the time of launch, Lucie Austin, then Marketing Director for
“This is the first time in its 125-year history that
And she was right. Over the summer of 2011/2012, Australians scrambled to find their friends names, lined up for hours to get names printed on mini cans and sparked social media conversations that took the message international.
The campaign included plenty of firsts for the Australian business. Sydneysiders were able to text their names and have them appear on the iconic Kings Cross Coke billboard. Facebook and smartphone apps encouraged people to personalise Coke products and even their own TV ad, before sharing their creations with friends and family.
Around the World
The reception of the "Share a Coke" campaign in Australia led to other countries in the
In China, “nicknames” were printed on the packs instead of first names. And Jonathan Mak was chosen to generate a design inspired by “Share a Coke”. Jonathan Mak is a student at Hong Kong Polytechnic, most famous for editing the Apple logo in remembrance of Steve Jobs. Jonathan’s re-working of the
In Norway, Coke cans appeared on television in Norwegian Idol, while in London Kings of Leon tweeted photos of their bottles to 78,000 followers.
Scandinavia recruited people prior to launch to be in the TV, cinema, video and outdoor ads. Their ads featured people talking about who they would give a named pack to.
Building on the work the Australian team did with the Kings Cross sign, Israel used cutting edge geofence technology to turn the country’s most visible billboards into interactive signs that greeted people by name. Signs of the times, indeed.
In every country the campaign has been a success because of the positive experience of connecting with friends– an essential and universal part of the human experience.
More on Journey
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