Every day of summer we customised a nickname Coke bottle and symbolically gave it to someone relevant on that day. For example, the first day of the campaign happened to be Johnny Depp’s birthday, so we gave a nickname Coke to him – customising a ‘Superstar’ nickname Coke bottle by making it look like Captain Jack Sparrow from 'Pirates of the Caribbean'.

Each unique piece of content was hosted on our campaign hub and mobile platform, but designed to be easily grabbed and shared in social media. 80 pieces of culturally relevant digital content across 80 days of summer.

While we were only part of the overall Coke nicknames campaign, the campaign delivered spectacular sales results and the digital core of the campaign massively over-delivered.

Our culturally relevant content was shared 402% more than the un-customised nickname Coke bottles (which were also on our campaign hub). Social sharing of our unique daily content generated an additional social reach of 26.2 million people and we beat our campaign KPIs by 149%.