Share a Coke has been one of Coca-Cola’s most successful marketing platforms worldwide since 2011, but how do you keep an idea fresh and effective half a decade later? You can only use names and lyrics so many times right?
Well, Coke China took the idea one step further. Instead of using the label to talk to Chinese teens, Coke China used their secret native language (codes), so they could talk to each other. By creating teen-centric codes with teens and putting these codes on bottles, we left adults behind and befuddled.
The campaign was a huge success, driving unprecedented brand love and an actual +10% lift in volume—pretty remarkable for a brand as pervasive as Coca-Cola.