Cannes Lions

COCA-COLA: SHARE A COKE

STARCOM MEDIAVEST GROUP, New York / COCA-COLA / 2015

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Case Film

Overview

Entries

Credits

Overview

Execution

To get Teens to go beyond finding their own names, we propelled sharing through socially compelling content that invited teens to share a Coke.

First, we teamed up with Jake and Amir from top comedy site College Humor. They showed how sharing a Coke was a great way to make new friends.

YouTube sensation Cameron Dallas promised to follow every fan who tweeted and on July 29, #shareacokewithcam became the #1 global trending topic on Twitter.

And user generated content went viral, including the McGillicuddys who cleverly used Share a Coke cans to announce they were pregnant!

Outcome

Share a Coke in North America was more successful than in any previous market. Despite falling for 11 consecutive years, Coca-Cola U.S. volume rose +0.4% and dollars increased 2.5% during the campaign. For the same period, these metrics remained negative for rivals Pepsi and Dr. Pepper.

Thousands shared the excitement of finding their name or the names of their friends and families: #ShareaCoke had 89,000 uses on Twitter and 496,000 uses on Instagram.

By recruiting influential Teen celebrities to Share a Coke, we connected our brand with a new generation of teens and made Coca-Cola relevant once again.

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2023, COCA-COLA

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