Coca-Cola: Share a Coke, Share a Code

Coca-Cola, the soft drink brand, reinvigorated its Share a Coke platform in China through a series of initiatives that spoke directly to the youth and their secret codes of communication.

Campaign details

Brand: Coca-ColaAgency: McCann ShanghaiCountry: China

Challenge and business objectives

Share a Coke has been one of Coca-Cola’s most successful summer marketing platforms since 2011, but we needed to keep the idea fresh and effective half a decade later.

To make Share a Coke fresh again for Chinese teens – who culturally prefer waters, teas, and local brands – would require a completely new approach. And with no new news, it would be an exceptionally difficult task to come up with a campaign idea for 2017 that could cut through the summer clutter.

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