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Coca-Cola
Share a Coke, and a Song - Turning Lyrics into Language

RAN IN: North America

CLIENT
The Coca-Cola Company

AGENCY
Universal McCann *Lead Agency

Diana Bojaj, EVP Managing Partner, Strategy
Elizabeth Firth, SVP, Chief Connections Planner
Kathryn Smolen, SVP, Strategy
Rob Hersey, VP, Creative Director
Kiana Pirouz, Director, Partner Programs
Erin Rech, SVP, Digital Innovations & Investment
Rachel McGirr, VP, Group Partner, Integrated Investment
Chelsea Coley, VP, Partner Integrated Investment
Harriott Kelly, Partner, Portfolio Management


Musical.Ly


Wieden+Kennedy


Cornerstone Agency


Fast Horse


SUMMARY

After two years of Share a Coke, we needed to give people a new reason to talk about Coke and engage with our brand. In year three, the campaign featured lyrics on our packaging instead of names, but those lyrics weren't enough to create conversation alone. Through social listening we saw that people were using songs lyrics to communicate the feelings and stories behind their moments. So to unlock the power of our packaging, we positioned the lyrics on our packaging as a language for creating and capturing moments.  

CASE VIDEO


Hero Medium: CONSUMER INVOLVEMENT/USER GENERATED

Medium Featured On Video: BRANDED CONTENT;CONSUMER INVOLVEMENT/USER GENERATED;INTERACTIVE/ONLINE;SOCIAL MEDIA;SPONSORSHIP

Audience: Teens (13-20)

Objectives: New Customer Acquisition/Penetration Gain

Type: Business to Consumer

Classification: National

Language: English