In 2013, Coca-Cola China’s summer campaign ‘Share-A-Coke’ explored online culture resulting in “Nickname Coke”, which led to a 20% sales increase from the previous year. In 2014, we introduced “Lyric Coke” tapping music culture. It became an even bigger hit despite being one of the country’s coldest summers in 30 years. Which aspect of youth culture can we explore to surpass previous success this year?
Share-A-Coke has to be culturally relevant, fun and eye catching to resonate with teenagers. We developed Coca-Cola ‘Quote’ bottles showcasing classic moments from contemporary films that youths can relate to in their daily lives.
Our Idea: ‘Share-A-Coke to add Drama to your summer’. The juxtaposition of these dramatic moments and daily life in China gave us a lot of scope to play with the campaign.