Coca-Cola: The phonetic can

Coca-Cola, a soft drink brand, turned every can of Coke into an opportunity to learn with its Phonetic Can campaign in South Africa.

Campaign details

Brand: Coca-ColaAgency: FCB AfricaCountry: South Africa

Objectives

The original 'Share A Coke' campaign that put people's names on cans was a global success. We were asked to reignite the campaign. Because of our past, we knew that a campaign about names should aim to bring South Africans together. We wanted to open up conversations about identity that we've always swept under the rug. We were tasked to make this countrywide summer campaign one of the most successful to date and to steady brand love in a rapidly declining market.

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