Coke: Happiest thank you

This case study describes how Coca-Cola, the drinks brand, translated its global 'Share a Coke' campaign for the Filipino market by encouraging people to find out the names of those they routinely thanked for small kindnesses.

Coke: Happiest thank you

Gino Borromeo

Campaign details

Brand owner: Coca-ColaLead agency: Coca-Cola PhilippinesMcCann Worldgroup PhilippinesBrand: CokeCountry: PhilippinesIndustry: Non-alcoholic, soft drinksChannels used: Online videoMedia budget: Up to 500k

Executive summary

This case study describes how Share a Coke was extended to the Philippines by encouraging people to find out the names of those they routinely thanked for small kindnesses.

Initial concept tests of the global promotion made clear that Filipinos would only buy once, for the novelty appeal of a bottle with their name on: this would...

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