Despite healthy brand tracking data, 50% of teens and young adults hadn’t enjoyed a ‘Coca-Cola’ in the previous month alone. We had to increase consumption amongst the masses while targeting 24 year-olds, and get people talking about ‘Coke’ again.‘Coca-Cola’ has always been an integral part of people coming together. But in our digital world, the way we connect had changed. We had to jump start some real conversations - with people you may have lost touch with, or were yet to meet. And nothing reminds you more of someone than their first name.

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 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.

A week before the official launch, we released these never-before-seen bottles across Australia. The internet instantly blew up with questions. But we kept quiet.Finally, on Australia’s highest rated media weekend, we revealed the 'Share a Coke' campaign across various mediums (TV, OOH, Radio, Digital and Ambient) - including an interactive projection at Sydney’s iconic Kings Cross Coke billboard. Celebrities were also sent unique bottles featuring their name to further build buzz.Australia instantly fell in love. As projected, thousands of requests poured in for more names. But we were ready with kiosks where people could get any name they wanted on a can.

Still the requests poured in for more names. So we adapted and released 50 new names after thousands of Australians voted online.Lastly, we asked our fans to share with us their favourite 'Share a Coke' stories, which we then featured on billboards.

In just 3 short months, we surpassed our wildest expectations:1. Increased consumption-Volume increased by 4% (despite Australia having its wettest summer since records began 111 years ago).-Young Adult consumption increased 7%.-5% of Aussies have started to enjoy ‘Coke’ again.2. Got people talking about ‘Coke’ again.

-12,020,000 earned media impressions-121m earned impressions on Facebook-242 pieces of PR, equating to a reach of 13,898,593 and earned media value of $497,374-Traffic on Facebook increased by 870%-The number one most talked about Facebook page in Australia-76,000 virtual ‘Coke’ cans shared -Fan growth of 39%-378,000 custom ‘Coke’ cans printed at local Westfield Malls-And due to popular demand, 50 new names were added on ‘Coke’ bottles, as chosen by the Australian public.