Coca-Cola embraces diversity with its most inclusive Share A Coke campaign yet via Ogilvy
Coca-Cola Australia has launched its biggest integrated marketing campaign for 2019 this month, with the return of the iconic Share A Coke. Running until the end of February, the Share A Coke campaign developed by Ogilvy Sydney, will for the first time give every Australian the opportunity to put their name on a Coke bottle.
The campaign features a series of different creative executions which will run across Australia’s biggest large format billboards and digital out-of-home. Along with a new TVC, the campaign is supported by extensive social, online video, cinema, experiential, sponsorship and influencer activity which goes live from this week, reaching more than 20 million consumers.
Over the next few weeks, Coca-Cola will hit major shopping centres in capital cities around Australia to offer everyone the chance to personalise their own cans of Coke. At the Share a Coke pop-up kiosks, Australians will be able to personalise two free 250mL cans of Coca-Cola Classic or No Sugar on the spot for themselves or a friend.
The names printed on bottles and cans in stores represent many popular names as well as the diversity of cultures in Australia today. In store, hundreds of first names are available ranging from Dan, Sophie and Tina to Sunita, Fatima and Li. Families are also included with more than 1000 surnames ranging from Smith and Williams to Nguyen and Zhou available on 1.25L bottles. Aussies will also be able to personalise their very own limited-edition glass Coke bottle via the new e-Commerce store. The site empowers anyone with an unusual or diverse name or nickname to join in on the fun.
Lucie Austin, marketing director of Coca-Cola South Pacific, said: “For this year’s campaign, we have worked hard to give every Australian the opportunity to join in the fun and have their name or a friend’s name on an iconic glass bottle of Coke.
“We pride ourselves on being a company that champions inclusivity and diversity, and through our Share A Coke campaign, we’re excited that more Aussies than ever before will be able to share a Coke with their family and friends this summer.”
The Share a Coke campaign will continue into the new year with final burst of activity planned across multiple channels in January and February.
To learn more or Share a Coke, please visit shareacoke.coca-cola.com.au.
Ogilvy: Creative
UM: Media
One Green Bean: Social Media
Pulse: PR
Geometry: Shopper Design
Prefast: Point of Sale
Maverick: Experiential
Satellite: Digital
Labelmakers: Digital label printing
Brewtopia: eCommerce
24 Comments
I don’t get it
All I see is good looking African Americans and white people. And dogs. And then some foreign names hidden on bottles in the background. Wow.
Where are all the fat people?
….and those with type 2 diabetes. And decaying teeth ?
Vanilla is spot on. Why are the African Americans the only ones jumping around? Where are the old people. This is super boring.
Ogilvy are back. Long may it continue
Where are the Latvians? The Amish? The Furries and the clinically dead? I thought this was supposed to be about diversity.
zero sense. fun craft though.
all coke do now is license top 40 stuff. very predictable.
Is this an American ad? The cast is about 80% African American so I’m confused.
Nice try with the metal straws but you can see a container of plastic ones a few shots before.
I don’t get the dog thing. He is looking for a Coke that has his name on it and when it finds his name it is just on a billboard. His friends are magically there also, so conceptually he is sharing an ad with his friends. Don’t get it.
Doing a ‘diverse version’ of share a coke implies the first one wasn’t…
This ad was shot in South Africa years ago. Seems like it’s be re-issued for Australia?
The most unethical brand on the planet https://theintercept.com/2019/10/23/coca-cola-plastic-waste-pollution/
A straight white couple sipping on Coke – so diverse.
Africans in Africa dancing but not showing a single Aboriginal Torres Straits Islander in Australia drinking coke – also diverse.
https://www.youtube.com/watch?v=_wXnGC3BoCI
Also great to see a dog that is both black and white.
Is my name available?
Once again, Campaign Grief shows it is commented on by people who had have suffered a concussion just after their lobotomy. You are all incredibly ignorant. Stupid even. Please stop commenting.
No mirrors in your place Oracle ?
It’s the Iron jack ad for teens.
“This ad from 2016 isn’t diverse enough, let’s add some white people.”
How can you PR this when you’ve just added a few pickup shots (of white people)?
Took an ad that was almost exclusively black people, replaced a few clips with a vanilla version and called it diversity.
Are you taking the piss?
The headline says this is inclusive! This round of share a coke allows everyone to have a personalised name on a bottle not just the limited range of pre printed names available in the campaign of years past. It does not claim to be about diversity so stop banging on about it you twits. Coke are a global business and this vision was shot for them in South Africa and then used globally. So what! Our screens are filled with internationally produced images. Seriously, most of the comments are more a reflection on your own ignorance than they are on this piece of work.
It does not claim to be about diversity, yet the first three words on this page are Coca-Cola embraces diversity?