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.
Using Coca-Cola packaging at the heart of the campaign, Isobar’s ‘Quote Coke’ featured 49 different labels on the Coke bottles showcasing the most popular quotes from famous movies, popular local TV shows and cartoons.
The first TVC was aired in June to support the launch of the ‘Quote’ bottle. The three-month campaign engaged youths through a campaign mini-site, web videos, mobile interactions, social media communications and a strategic partnership with Youku, including print and retail point-of-sale materials.