Coca-Cola plays name game with ‘Share A Coke’ campaign via Ogilvy & Mather Sydney


coke replacement.jpgCoca-Cola is putting 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 new multi-million dollar summer campaign, ‘Share a Coke’, will see the country’s 150 most popular names appear on labels this summer, encouraging them to ‘Share a Coke’ with one another.

This is the first time Coca-Cola has made such a major change to its packaging and the first time any brand in Australia has 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 this summer. All the executions of the fully integrated ‘Share a Coke’ marketing campaign act as an invitation for consumers to share a bottle or can of Coke with someone they know, or want to know.

Says Lucie Austin, marketing director, Coca-Cola South Pacific: “We are using the power of the first name in a playful and social way to remind people of those in their lives they may have lost touch with or have yet to connect with.  We’ve put names on Coca-Cola bottles so consumers will have fun finding their friends and family members’ names and then enjoy sharing a Coke together.”


Agency: Ogilvy & Mather Sydney

Client: Coca-Cola South Pacific

Digital Agency: Wunderman

PR: One Green Bean

Channel Planning: Naked Communications

Media: IKON Communications

Activation: Urban Communication