Coca-Cola Australia embraces diversity with re-launch of Share A Coke

Paige Murphy
By Paige Murphy | 28 October 2019

Coca-Cola Australia has launched its biggest integrated marketing campaign for 2019 with the return of Share A Coke.

The Share A Coke campaign, which will run until the end of February, will for the first time give every Australian the opportunity to put their name on a Coke bottle.

The campaign features a series of different creative executions which will run across Australia’s biggest large format billboards and digital out-of-home.

It will also include a new TVC and is supported by social, online video, cinema, experiential, sponsorship and influencer activity which goes live from this week, reaching more than 20 million consumers.

Over the next few weeks, Coca-Cola will hit major shopping centres in capital cities around Australia to offer everyone the chance to personalise their own cans of Coke.

At the Share a Coke pop-up kiosks, Australians will be able to personalise two free 250mL cans of Coca-Cola Classic or No Sugar on the spot for themselves or a friend. 

In store, hundreds of first names and more than 1000 surnames are available on the products.

People will also be able to personalise their very own limited-edition glass Coke bottle via the new e-Commerce store. 

“For this year’s campaign, we have worked hard to give every Australian the opportunity to join in the fun and have their name or a friend’s name on an iconic glass bottle of Coke," Coca-Cola South Pacific marketing director Lucie Austin says.

“We pride ourselves on being a company that champions inclusivity and diversity, and through our Share A Coke campaign, we’re excited that more Aussies than ever before will be able to share a Coke with their family and friends this summer."

The Share a Coke campaign will continue into the new year with final burst of activity planned across multiple channels in January and February.

Credits
Ogilvy: Creative
UM: Media
One Green Bean: Social Media
Pulse: PR
Geometry: Shopper Design
Prefast: Point of Sale
Maverick: Experiential
Satellite: Digital
Labelmakers: Digital label printing
Brewtopia: eCommerce

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