by Hamish Campbell, Pearlfisher
Coke recently unveiled the brand’s biggest-ever summer campaign – ‘Share A Coke’ – which will replace the Coke brand name with 150 of the most popular consumer names as it seeks to drive up personalization of the brand. Describing the UK campaign, GB and Ireland Managing Director Jon Woods, said it was “a brave move to replace the world’s most iconic brand with 150 names”( Brand Republic 2013 )
The new packaging will be complemented by a TV campaign featuring teenagers and young adults sharing stories about “people who they admire, respect or have been inspired by.” I think we can already guess the roll call: it will be moms and families, iconic celebrities and stars in sport, music; the mavericks and creative visionaries who haven’t always got it right but who have marked themselves as creative risk takers.
