In 2010 Coke Australia had a problem. To oversimplify, kids weren’t drinking Coke. We had a lot of ideas, but to us, one thought stood out — If Coke really wanted to reconnect with a younger audience, maybe it was time to take their name off the bottle and put their customer’s names on.
What happened next was a little crazy. In the summer of 2011, Coke went onto sell more than 250 million customized bottles of Coke to a nation of barely 20 million people. The campaign then rolled out to New Zealand, followed by Europe, the UK, the United States and Brazil, and now exits in over 70 countries world-wide.
Seven Cannes Lions.
Cannes Lion for Effectiveness.