The story starts in Australia. 2011.
Coca-Cola launches the “Share a Coke” campaign. They replace their iconic logo with 150 of the most popular names in the country.
Customers love it. Bottles fly off the shelves. People start searching for their names, swapping, and sharing photos on social media.
So Coca-Cola goes all-in. They expand the campaign globally. Customizable bottles, virtual name sharing, and interactive kiosks.
Within a year, sales increase by 2%. Over 500,000 photos are shared using the #ShareaCoke hashtag.
The campaign reaches over 70 countries, with millions of names printed. It becomes one of Coca-Cola’s most successful marketing campaigns ever.
At this point, the marketing team is called into the global headquarters.
“Now team, in all my years, I’ve never seen a campaign boost engagement and sales like this. Are you sure we’re not just getting lucky?”
They weren’t. The power of personalization and social sharing was realized.
“Create connections. Make it personal. Let your customers become your marketers.”
I’ve seen name-swapping parties, personalized Coke gifts, virtual name hunts, and social media blitzes.
Share a Coke Examples When you’re creating a global campaign, nothing is off the table. Let me tell you the story of the “Share a Coke Tour”…
So, in the UK, the team decides to take the campaign on the road. Customized Coca-Cola trucks tour the country.
They set up kiosks where people can get their names printed instantly on Coke bottles. The excitement is palpable.
People queue for hours. Share their experiences on social media. Tag their friends. The buzz is unstoppable.
One day, a family arrives. The youngest daughter is named “Esme,” a name not common enough to be on the original list.
The team prints a special bottle for her. She beams with joy, her parents share the moment online. The post goes viral.
Sales spike again. Coca-Cola’s brand loyalty strengthens. The campaign is hailed as a marketing masterstroke.
Sources: Coca-Cola’s marketing archives, campaign case studies, social media analytics.
Thanks for reading — Somy
