Despite healthy brand tracking data, 50% of the teens and young adults in Australia hadn’t enjoyed ‘Coke’ in the previous month alone. To increase product consumption amongst the masses, Coca-Cola jump started some real conversations with people they had lost touch with.
After 125 years of putting the same name on every bottle of ‘Coke’, they decided to do the unthinkable. They printed 150 of the most popular Australian first names on their bottles and then invited all Australians to ‘Share a Coke’ with one another.
The result…
Packaging becomes the conversation
What stands out here is the simplicity. A bottle stops being just a product and becomes a prompt. A name makes it personal. Personal makes it talkable. Talkable makes it shareable.
In a world where brands are fighting for attention across channels, this is a reminder that the pack itself can be the media, if it gives people a reason to participate.
Why it works (and why it is more than a label change)
- It lowers the barrier to engagement. You don’t need a new behaviour. You just need to spot your name, or someone else’s.
- It turns purchase into a social act. The “share” is built into the product, not bolted on as a message.
- It scales personal relevance. The idea is big, but the execution is local. It lives in the names people recognise.
- It links offline and online naturally. When something feels personal in-store, people are more likely to talk about it beyond the store.
What to take from this for integrated campaigns
- Start with a human trigger. A real reason for someone to say: “This is for me”, or “This is for you”.
- Make the product do the work. If the core idea is physically present, the campaign holds together across channels.
- Design for sharing as a behaviour. Not as a slogan. The easiest shares are the ones that feel natural and immediate.
- Keep it legible in one glance. The best integrated ideas can be understood instantly, without explanation.
A few fast answers before you act
What is the “Share a Coke” idea?
It is a packaging-led campaign where Coca-Cola printed popular first names on bottles, then invited people to “Share a Coke” with someone else.
What problem was Coca-Cola trying to solve in Australia?
Despite healthy brand tracking data, 50% of teens and young adults in Australia hadn’t enjoyed ‘Coke’ in the previous month, so the brand aimed to reignite consumption and relevance through conversation.
Why is printing names on bottles strategically interesting?
It makes the product feel personally relevant at the moment of choice. That personal relevance can trigger attention, talk, and sharing without needing complex mechanics.
Is this a “digital campaign” or a “packaging campaign”?
It is both, but it starts with the pack. The packaging is the trigger that can naturally extend into social sharing and broader integrated storytelling.
What is the transferable lesson for other brands?
If you can embed participation into the product experience itself, you reduce friction and increase the odds that people will carry your message across channels for you.
