In the summer of 2014, Coca-Cola growth was five times higher than the sector, necessarily resulting in strong market share gains.
Our campaign also generated over 3 billion impressions in social media, resulted in over 5.6 million personalised Coca-Cola bottles being distributed and recruited 25 million non-Coke drinkers into the category.
The product did not change, the pricing did not change, the distribution did not change.
2013 was a record year for Coca-Cola sales due to the launch of Nickname Cokes. The Nickname Coke campaign saw Coca-Cola adapt their packaging for the first time in China to incorporate internet nicknames. The Nickname Coke campaign generated a 20% increase in volume sales of Coca-Cola.
Use the emotional power of music to let people in China express themselves in a more meaningful way through the act of sharing a Coke
To encapsulate music as powerfully as possible we focused only on the catchiest, hookiest, most meaningful section of the song. That way our song selections would be instantaneously recognizable and would evoke the desired reaction as soon as people saw them on packaging.