share a coke campaign

2. • Began in Sydney Australia in 2011
• Presented in a 151- word brief
• The resulting campaign became known as
“Project Connect”
• The goal was to both strengthen the
brand’s bond with Australia’s young
adults, and inspire shared moments of
happiness in the real and virtual worlds
• They replaced Coke branding on bottles
and cans with the 150 most popular
names in Australia

3. • That summer, Coke sold more
than 250 million named bottles
and cans in a nation of just
under 23 million people
• The campaign made its way
around the world, reaching
more than 70 countries, to
date.
• Coca-Cola teams from Great
Britain, to Turkey to China and,
most recently, the United
States

4. • Spoke to fans at eye level
• People were buying Cokes to show people
they cared for that they missed them…
• From soldiers overseas in Afghanistan, to
loved ones in hospital, to long-lost friends.
We hadn’t really anticipated the packs
being used in this emotionally powerful
way. It was an example of how the public
took the idea and shaped it themselves
• The overwhelming demand for the
personalized cans surprised us. They
quickly became a must-have object of
desire.
• We sent traveling kiosks, which
consumers could visit to customize a
can of Coke, to major shopping malls
across the country.
• we purposefully made the invitation
more about giving a Coke to someone
else rather than keeping it to yourself