The "Share a Coke" campaign is a multi-national marketing initiative by Coca-Cola that personalizes its iconic brand by replacing the traditional "Coca-Cola" logo on one side of its bottles and cans with the phrase "Share a Coke with" followed by a person's name. It aims to encourage consumers to find a bottle or can bearing their name or the name of someone they know and share it with them. This article explores the history of the "Share a Coke" campaign, with a particular focus on personalized Diet Coke cans.
Origins in Australia
The "Share a Coke" campaign began in Australia in 2011. The advertising agency Ogilvy estimated that the campaign increased Coke's share of the category by 4% and increased consumption by young adults by 7%. The campaign's initial success led to its expansion to over 80 countries worldwide.
Lucie Austin, who at the time was director of marketing for Coca‑Cola South Pacific, knew her team had a hit on its hands the moment she saw her name on a Coke bottle. That summer, Coke sold more than 250 million named bottles and cans in a nation of just under 23 million people.
Expansion and Evolution
Following its initial success, the "Share a Coke" campaign was rolled out in over 80 countries. In the United States, the campaign is credited with increasing sales by more than 2%, reversing more than 10 years of decline in Coke consumption.
To maintain the campaign's relevance, Coca-Cola has introduced several variations over the years. In 2015, the company extended the campaign by increasing the number of names to 1,000. Nicknames such as "bro", "better half" and "sidekick" were also added to the inventory of names. In 2016, the company replaced people's names with lyrics from 70 popular songs including Lean on Me and We are the Champions. In 2017, the campaign returned to the US with a new variant featuring holiday destinations instead of names.
Read also: Benefits of Personalized Weight Loss
The "Share a Coke" Campaign and Diet Coke
During "Share a Coke" promotions, Coca-Cola extends the name branding beyond Classic Coke to other products like Diet Coke and Coke Zero.
Diet Coke created 36 base designs inspired by the beverage, including its bubbles and fizz and also its spirit, according to a press release from the brand. Kate Sanatore, senior manager of integrated marketing communications at Coca-Cola North America, said that “IT’S MINE is about the pursuit of a Diet Coke fan’s ultimate object of desire: Diet Coke." While the taste of Diet Coke may be consistent, each customer has a unique relationship with the brand, which is part of what this campaign will highlight.
As with the “Share a Coke” campaign before it, social media will be a strong component to this project as well. Through March 31, customers can share an image of their new look for spring, along with their IT’S MINE bottle and the hashtag #ITSMINEsweepstakes.
Personalization Options
Coca-Cola offers several personalization options for its products, including Diet Coke. Consumers can personalize the authentic Coca‑Cola 8-ounce glass bottle, which Coca-Cola offers online as Coca‑Cola, Diet Coke or Coca‑Cola Zero Sugar. The company also offers the opportunity to personalize Coca‑Cola, Diet Coke and Coca-Cola Coke Zero 12 fl oz cans. In addition, Coca‑Cola offers a collection of licensed merchandise products, including apparel and mugs, that consumers can customize with a name, phrase, or special message.
In most CCEP markets, for a limited time only, consumers can request specific names to be added to Share a Coke cans and bottles. If consumers can’t find their name in stores, they can submit a customisation request online with any name or nickname (subject to approval).
Read also: Getting started with weight loss
Challenges and Controversies
Despite its success, the "Share a Coke" campaign has faced some challenges and controversies. In Israel, there was a brouhaha over the exclusion of Arabic names such as Mohammed. In Sweden, members of the Muslim community asked that the name Mohammed not appear as part of the personalized bottle campaign.
The Comeback in 2025
In 2025, "Share a Coke" is making a timely comeback as Gen Z seeks authentic connection in an increasingly digital world. The 2025 iteration of the groundbreaking campaign fuses digital and IRL experiences with increased shareability and customization. Starting in April, consumers will begin finding Coca‑Cola cans or bottles with names on store shelves.
The Technology Behind Personalized Packaging
Coca-Cola has been at the forefront of the Personalized packaging craze for some time now, and the brand’s not slowing down. For the initiative, Coca-Cola once again used HP Indigo digital printing technology, this time to make millions of labels. HP SmartStream Mosaic Software uses algorithms to enable companies to print completely unique labels. The campaign will include 12-ounce glass bottles, and select designs will appear on other sizes as well, such as 7.5-ounce and 12-ounce cans.
Key Factors in the Campaign's Success
Several factors contributed to the success of the "Share a Coke" campaign. These include:
- Personalization: The campaign capitalized on the global trend of self-expression and sharing, but in an emotional way.
- Emotional Connection: The campaign created an opportunity for consumers to express themselves through a bottle of Coke and to share the experience with someone else.
- Social Media Integration: The campaign leveraged social media to encourage consumers to share their experiences and connect with the brand.
- Iconic Brand: Coke is big enough to pull off an idea like this, which speaks to the iconic nature of the brand.
Read also: Customized Meal Planning Guide
tags: #personalized #diet #coke #can #history