Coca-cola is creating some online buzz Down Under - after doing the unprecedented and replacing the Coke name on its bottles with a series of individual names.
The Share a Coke project, conceived by Ogilvy Sydney, began by the company quietly releasing bottles into the market with a different name on each (such as Matt, Tom, Jess) in place of the brandmark, accompanied by a simple statement such as 'Share a Coke with Matt'. This sparked online speculation as to the purpose of the names, with thousands of photos and mentions on social media. One week later, Coke announced that it was releasing 150 different popular Australian names on its product.
Consumers can 'share' a virtual can online with their friends via Facebook, and Coke has even commissioned songwriters to create songs based on each name. Those with more unusual names can create customized cans with their own names via kiosks in malls, and participants can get their names emblazoned on a famous billboard in Sydney's Kings Cross. The project is set to continue throughout the Australian summer, across a number of different media.