Coca-Cola’s ‘Share a Coke’ marketing platform returned last month - and it’s easy to see why. The response to the first activation in 2011 was phenomenal, boosting young consumers’ engagement and driving sales skyward.As you'd expect, the new campaign’s launch ad is slick. But it also highlights something important that’s now lacking in many global campaigns: unique insight.
As was the case 14 years ago, ‘Share a Coke’ involves the brand swapping out its logo for personalised names on-pack in its signature typeface. This time around, however, it’s targeting a
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