Best Marketing Campaign

Share a Coke

Earlier this year, Coca-Cola did something that, at a glance, might sound quite odd: the company removed its globally famous logo from labels of select 20 oz. bottles of Coke, Diet Coke and Coke Zero. In place of the logo, Coke added first names and monikers (written in the well-known Coke font) that are popular among millennials and young people (i.e. Jeff, Sarah, “Bestie”). The cola giant encouraged buyers and recipients of the drinks to post images of the beverages on social media using the hashtag #ShareaCoke. The campaign was a sweeping success for Coca-Cola, connecting its colas with an often finicky generation of consumers who thirst for customization as much as they do refreshment. The program, which delivered a much-needed spike in sales and expanded volume share for Coca-Cola, will be reintroduced and expanded in 2015; by any estimation, it’s a smart move.