Brand Coke has a very unique problem in India.

Unlike in other countries where it is the top brand in both awareness and consumption, it tops in India on awareness and yet has a very small drinker base with an even smaller core drinker base.

The reason being lack of differentiation and a competitive edge. And hence, limited relevance for the Indian youth.

Task

To uplift its volumes and connect with the Millennials, Coke had to perform two tasks:

1) Build relevance through a relatable offering AND INCREASE THE DRINKER BASE

2) Give the existing drinkers reasons to DRINK MORE and boost volumes

Using ShareIT which allows people to share files, we created the first branded customized gallery to give users an opportunity to share customizable Share-A-Coke(SAC) messages.

We leveraged the HelloEnglish app to serve SAC messages in 10 different languages. SAC message customization was a part of the learners’ practice sessions, tests, and the course material. The app hosted the first-ever SAC powered Chatbot that taught users how to name relationships and craft special messages for their loved ones. Further, we partnered with Truecaller – to create India’s first ‘flash’ innovation on their messaging platform. It enabled users to share ‘SAC’ messages after concluding a call. During IPL – SAC become the first brand to integrate within the Live-broadcast as an ‘Emoji’ that users could share live.

To capitalize on the growing popularity of Google Assistant in India, we collaborated with Google to allow users to share ‘SAC’ messages using a Voice-command!