AFTER 125 YEARS OF PUTTING THE SAME LABEL ON EVERY BOTTLE OF COKE, WE DID SOMETHING NEW – AND LET INDONESIANS SAY THANKS

We created a unique blank space on every bottle for Indonesians to write personal messages of kindness.

We encouraged the world’s most-populous Muslim nation to share its Ramadan spirit, targeting our two key audiences; weekly shopper mum and the family’s arbiter of brand cool, teens.

Our campaign launched with the hand delivery of 170,000 bottles to Indonesian mothers – complete with handwritten thank-you notes from Coke employees.

We set up 3,000 Coca-Cola pop-up shops for commuters on their way home.

We created the Coca-Cola Goodness Machine in partnership with charity Coin a Chance. This online application vended virtual ‘goodwill’ cans to be shared with friends and family. Every can helped underprivileged children go back to school.

Activation was backed with a special Coke song actively promoted to teens.

WE GOT INDONESIA TO SHARE A COKE AND SALES FIZZED UP 50%

The campaign sold 2.5 million more cases of Coke during Ramadan than in the same period last year – an increase of 50%

Market share during Ramadan grew by 9%.

Coke’s brand scores for “uplifting brand” bubbled up by 2%.

The campaign generated more 2.7bn Rupiah ($277,000) of free media impressions with an estimated readership of over 7.5 million.

And our Goodness Machine raised enough funds to provide 20 children with a full three-year high school scholarship.

Coke is now the brand on everyone’s lips during Ramadan.