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Share a Coke

Award: Wood Pencil

Wood Pencil / Integrated & Earned Media / Earned Media Campaign / 2012

Coca-Cola needed to reconnect with young Australians. After 125 years of printing ‘Coca-Cola’ on every bottle, we invited Australians to ‘Share a Coke’, by replacing the brand name on the packaging with 150 of the most popular names in Australia. Coca-Cola was bringing people together with the best conversation starter of all – a first name. In just three months, we saw young adult consumption increase by 7% and Facebook traffic increase by 870%, making us the most talked about page in Australia.

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