Australian Campaigns of the Decade: Coca-Cola ‘Share a Coke’ (2011) via Ogilvy Sydney

In the lead-up to the start of the 20s Campaign Brief nominates the campaigns that contributed to Australia being consistently ranked in the top 5 most awarded countries at global award shows throughout the decade.

 

In 2011 Coca-Cola, via agency Ogilvy Sydney, put Aussies front and centre by printing people’s names on millions of bottles (for the first time ever) as a social invitation to find the names of friends and family and encourage them to connect and ‘Share a Coke’ together.

The launch of the multi-million dollar summer campaign, ‘Share a Coke’, saw the country’s 150 most popular names appear on labels, encouraging them to ‘Share a Coke’ with one another.

This was the first time Coca-Cola had made such a major change to its packaging and the first time any brand in Australia had launched this type of campaign. ‘Share a Coke’ with Matt, Josh, Luke, Rebecca, Nicole, Kate messaging was designed to encourage Aussies to connect with each other that summer.

From humble beginnings in Australia, Share a Coke has become a global phenomenon. Running in over 80 markets for the last 8 years running – reversing an 11-year consumption decline in the US, winning effectiveness awards across the globe and refreshing a classic in an utterly modern way.

Client: Coca-Cola South Pacific
Agency: Ogilvy Sydney
Executive Creative Director: Chris Ford
Creative Directors: Boris Garelja, Brian Merrifield
Art Directors: Luke Acret, Liam Hillier, Jakub Szymanski
Copywriters: Omid Amidi, Alex Stainton
Producer: Claire McDonald
Print Producer: Sonia Ebrington
Planners: Gerry Cyron, Damian Damjanovski
Account Handlers: Suzie Baker, Adam Lee, Vickie Mogensen
Digital Agency: Wunderman Sydney
Media Agency: Ikon
Kiosk Manufacturer: Urban
Public Relations: One Green Bean
Sales Promotion: Momentum
Channel Planning: Naked Communications
Media: IKON Communications
Activation: Urban Communication