HISTORY A COKE SHARE
PRESENTED BY: Kai Allen
SUMMER 2011THE FIRST INGREDIENTS
“AMBITION BONDING HAPPINESS”
The “Share a Coke” campaign, launched by The Coca-Cola Company in the summer of 2011, was a marketing phenomenon that personalized Coke bottles by featuring individual names and encouraging consumers to share them with friends and family.
The original project, known as “Project Connect,” was pitched based on ambition to “strengthen the brand’s bond” with young adults and “inspire shared moments of happiness,” in both the real and virtual worlds.
THE CREATIVE BRIEF
What sparked the inspiration behind “Share a Coke,” was that the company felt that they were no longer speaking to their target audience on “eye level.” However, by putting first names on the cans and packaging, it allowed for Coca-Cola to connect on a more personable level with those that bought their products.
After a full day of their partnered agencies throwing out every idea they had tucked away, a 151-word “mass reappraisal” brief came to light.
Although the brief had come about, the “how” problem still needed
THE ICONIC “YOU” FONT
A BRAND NEW TYPEFACE
In the heat of Coca-Cola’s new “Share a Coke” Campaign, to solve the “how” problem, Coke had to get personal. This brought about putting first names on coke bottles, however, due to trademark issues revolving around the Coca-Cola font, the company was unable to use their own font.
This roadblock allowed Coca-Cola to reimagine other options, and thus Coke’s brand new iconic typeface “You,” was created.
The “You” typeface was given its’ name because Coca-Cola wanted to make it all about you, the target audience.
WORKS CITED
“What Was the ‘share a Coke’ Campaign?: Coca-Cola Australia.” Coca,
www.coca-colacompany.com/au/faqs/what-was-the-share-acoke-campaign#:~:text=The%20’Share%20a%20Coke’%20 campaign%20first%20launched%20in%20Australia%20in,inspire%20shared%20moments%20of%20happiness. Accessed 14 Sept. 2023.
“Share a Coke How the Groundbreaking Campaign Got Its Start ‘Down Under.’”
www.coca-colacompany.com/au/news/share-a-coke-how-thegroundbreaking-campaign-got-its-start-down-under. Accessed 14 Sept. 2023.
