Share a Coke is a multi-national marketing campaign of Coca-Cola. It debrands the traditional Coke logo, replacing "Coca-Cola" from one side of a bottle with the phrase "Share a Coke with" followed by a person's name. The campaign, which uses a list containing 250 of each market country's most popular names (generic nicknames and titles are also used in some cases), aims to have people go out and find a bottle with their name on it, then share it with their friends.[1][2] The campaign began in Australia in 2011. The YOU font was designed by Ian Brignell.
Campaign effectiveness and outcomes
The Share a Coke campaign was subsequently rolled out in over 80 countries.[3][4][5] In Australia, the advertising agency Ogilvy estimated that the campaign increased Coke's share of the category by 4% and increased consumption by young adults by 7%. The campaign received multiple awards at the Creative Effectiveness Lion Awards at Cannes.[6][7]
In the United States, where the campaign is credited with increasing sales by more than 2%[8] reversing more than 10 years of decline in Coke consumption,[9]
See also
- Advertising management
- Brand management
- List of Coca-Cola slogans
External links
- (United States)
References
- Share a Coke FAQs Coca-Cola Great Britain, retrieved 12 August 2013^
- Lucy Fisher. Debranding: why Coca-Cola's decision to drop its name worked The Guardian, 6 August 2013, retrieved 12 August 2013^
- Angela Doland. Coca-Cola Tries New Twist on 'SHARE A COKE' in China