Coca-Cola: Share a Coke, share a lyric

Coca-Cola, a soft drinks brand, increased market share in Vietnam by creating mood playlists and scannable cans that people could scan to listen to songs that reflected their mood.

Campaign details

Brand: Coca-ColaLead Agency: MediacomRegion: APAC

Strategy

Objective

Coca-Cola has been a pioneer of audience engagement through innovative media solutions, which breaks the category clutter and enables Coca-Cola to be the top-of-mind brand among its target audience. For that, Coca-Cola is always looking for moments where consumers are seeking an uplift in their mood during the day through a break that is engaging and refreshing through the consumption of Coca-Cola. By owning these consumption moments, Coca-Cola recruits new users and creates a habit loop, thus increasing both penetration and frequency of usage for the...

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