Coca-Cola: Share a Coke

In 2010, Australian teens and young adults were buying Coca-Cola less frequently, with 50% not having tried any in the previous 12 months.

Coca-Cola: Share a Coke

Agency: Ogilvy

Advertiser: Coca-Cola

Author: Gerald Cyron

Total Campaign Expenditure:$5 – 10 million

Strategic communications challenge

Challenges:

  • Increased competition:

    A plethora of competitors provided alternative solutions that tapped into the heartland of 'Coca-Cola': being consumed when people come together, connect and share a good time.

  • Fickle teens & young adults

    Our key consumers admired the big, iconic summer campaigns of the past but unfortunately the strong brand health figures did not translate into frequent product sales.

  • The gatekeeper

    For Mum, 'Coca-Cola' is a treat for family occasions, movie nights, take-away dinners etc....

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