Share a Coke
TURNING A LOCAL LOVE OF SHARING INTO A LOVE FOR Coca-Cola.
Coca-Cola had the world’s lowest market share in Lebanon, an embarrassingly low 3%. People clearly didn’t identify with the brand. Our task was to introduce the Coke brand back into Lebanon using the global ‘Share a Coke’ campaign. But we needed a twist, something fresh to win over the hearts of the locals.
We knew that November 22nd marks Lebanese Independence Day, and since the Lebanese people are a proud nation, we strategically launched our campaign while pride was at its highest. In an already cynical market, and as the underdogs, we had to win their trust. So we decided to do something they have always done – share. We gave people the chance to name their happiness by dropping our name on the cans and giving them the chance to replace it with their own. Or their loved ones. Or family. Or friends.
Coke sales increased 80%, and brand love went up by 710%. We engaged with 2.3 million people – half of Lebanon’s population! Coca Cola's Twitter activity skyrocketed by 125%, receiving an estimated 206 million impressions. Our Facebook fan numbers shot up by 46%. And despite Coke not having an Instagram presence, over 1250 people flooded it with photos. Our TVC earned exposure on shows and channels including Hayda Hakeh and MTV, also receiving 1.8 million impressions on YouTube.
It’s been Coca-Cola’s most successful campaign in the Middle East. Ever.
Concept / Copywriter
Ramzi Moutran ECD
Sascha Kuntze CD
Maya El Kai
The TV ad
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