A content driven campaign with the chance for users to contribute their own images or personalized videos to the campaign was the key to success. Sharing a Coke with a name written on the label – either a virtual Coke or a Coke bought from the Webshop – is always a personal gesture of friendship, with Coke as the asset to fulfil this gesture. And teens as brand ambassadors. Coke became a part of everyday life – with thousands of images on Instagram and all digital executions leading to 12.4 million social impressions.

The most successful Coke campaign in Germany ever was a result of the digital activation. With 4.2 million visitors tot he campaign hub, Coke.de outranked every other market in Europe and even content driven-websites like mtv.de. Besides that, all goals regarding sales uplift, virality and increase of brand love were clearly overachieved – Coke became a cool brand again amongst teens.