Coca-cola Design & Branding Share a Coke, 1 by Ogilvy & Mather Sydney

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Share a Coke, 1

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Industry Soft Drinks
Media Design & Branding
Market Australia
Agency Ogilvy & Mather Sydney
Executive Creative Director Chris Ford
Creative Director Boris Garelja
Art Director Jakub Szymanski, Luke Acret, Liam Hilliar
Copywriter Alex Stainton, Omid Amidi
Strategic Planner Damian Damjanovski
Released May 2011

Awards

One Show 2012
One Show Design Package Design / Package Design - Campaign Merit

Credits & Description

Category: Special Editions & Promotional Packaging
Advertiser: COCA-COLA SOUTH PACIFIC
Product/Service: COCA-COLA
Agency: OGILVY & MATHER
Creative Strategy/Idea Development And Content Implementation: (Ogilvy)
Media And Digital Implementation And Investment: (Ikon)
Communications Strategy: (Naked)
Digital Content/Social Strategy And Implementation: (Wunderman)
Experiential: (Urban)
Sales Promotion: (Momentum)
Public Relations: (One Green Bean)
Executive Creative Director: Chris Ford (Ogilvy)
Creative Director: Boris Garelja (Ogilvy)
Innovation Creative Director: Brian Merrifield (Ogilvy)
Planning Director: Gerry Cyron (Ogilvy)
Strategic Planner: Damian Damjanovski (Ogilvy)
Copywriter: Alex Stainton (Ogilvy)
Copywriter: Omid Amidi (Ogilvy)
Art Director: Jakub Szymanski (Ogilvy)
Art Director: Liam Hilliar (Ogilvy)
Art Director: Luke Acret (Ogilvy)
Business Director: Suzie Baker (Ogilvy)
Senior Account Director: Vickie Mogensen (Ogilvy)
Senior TV Producer: Claire Mcdonald (Ogilvy)
Media placement: Packaging - 150 Names On Bottles Of 'Coke' - In-Store - Late September 2011
Media placement: Campaign Microsite - Facebook - Shareacoke.com.au - 1st October 2011
Media placement: OOH - Interactive Billboard - Sydney's Iconic 'Coca-Cola' Sign - 1st October 2011
Media placement: Digital Media - YouTube, Facebook, NineMSN, Yahoo, MCM, Sound Alliance, Fairfax, Adconian, News Digital, She Spot - 2nd October 2011
Media placement: TV Campaign - 3 Spots - National - Free To Air & Selected Subscription TV - 2nd October 2011
Media placement: Experiential - 3 Kiosks Toured 18 Westfield Shopping Centres For 32 Days Of Activation - 9th October 2011
Media placement: OOH - Buses, Trains & Train Platform Panels, Large Format OOH, Street Panels, Shopping Centre Panels - APN, Adshel, JC Decaux, Westfields, GOA - 9th October 2011
Media placement: TV Campaign - 22 Spots Launched Over 3 Weeks - National - Free To Air & Selected Subscription TV - 9th - 30th October 2011
Media placement: Cinema - 2 Spots - National Cinemas - Val Morgan - 16th October 2011
Media placement: Radio - 6 X 30SEC Spots, Live Reads & Credits - National Radio - 2DayFM, FOXFM, B1O5FM, SAFM, 92.9 - 16th October 2011

Describe the brief from the client
Despite healthy brand tracking data, 50% of teens and young adults hadn’t enjoyed a ‘Coca-Cola’ in the previous month. The objective was to increase consumption amongst the masses while targeting 24 year-olds, and get people talking about ‘Coke’.

Describe the challenges and key objectives
‘Coca-Cola’ has always been an integral part of people coming together. But with the world flocking to the digital space, how we connect needed to change. We had to jump-start some real conversations - with people you may have lost touch with, or were yet to meet.

So after 125 years of putting the same name on every bottle of ‘Coke’, we tried something new. We printed the 150 most popular Australian names and nicknames on ‘Coke’ bottles and invited Australians to ‘Share a Coke’, once more becoming part of people coming together with the best conversation starter of all: a first name.

Describe how you arrived at the final design
By taking the world’s most iconic brand and handing it over the public, we instantly grabbed an entire country’s attention in a way that had never been done before.

Every bottle and can featured your name, a friend’s name or a common nickname, and personally invited you to ‘Share a Coke’ with someone you know (or want to know).

Australians held in their hands the tool to find, connect and share with one another in a completely new way.

Thus, with 1 simple tweak to a label, ‘Coke’ once more becomes part of people coming together.

Give some indication of how successful the outcome was in the market
In just the first 3 months of the campaign:

-Volume increased 4% during the wettest Australian summer since records began 111 years ago.
-5% of Aussies started enjoying ‘Coca-Cola’ again.
-Young adult consumption increased 7% (achieved without increasing distribution or discounting heavily).
-12,020,000 media impressions earned.
-Facebook traffic increased by 870%.
-The no.1 most talked about Facebook page in Australia.
-121m impressions on Facebook.
-76,000 virtual ‘Coke’ cans shared.
-378,000 custom ‘Coke’ cans printed at Westfield Malls.