The execution came to life using a combination of media barter and competitions developed with hand-picked marketing partners in return for their signage on Coke cans. With Coke’s popularity and its high frequency of purchase, the execution meant the partners would reach consumers with a special offer to win their products and this in turn led to a major uplift in sales as core Coke users reacted enthusiastically to the potential to win.

Sales of Coca-Cola increased on average by a quarter of a million cans daily! Volume was boosted by 25% in the period versus the same time last year WITHOUT any media budget. All media exposure was generated FREE and was worth two-thirds of Coca-Cola’s annual advertising budget in 2006.