REMOVING HANDCUFFS MAKES BREAKTHROUGH WORK POSSIBLE

Most people don’t know the Share a Coke campaign originated in Australia where the brand was struggling to connect with a younger audience. As the ECD of Ogilvy Sydney, we received the brief as a four-alarm fire-drill. Amid a rolodex of competition, and after years of being told never to mess with the trademark, we won by doing just that. A Hail Mary pass that asked Coke to replace their name on the product with those of their customers.

In the three months post launch, Coke went to sell more than 250 million customized bottles and cans of Coke to a nation of barely 20 million people. A short time later it rolled out globally and has since run in over 70 countries with more than 1,500 names world-wide.

CLIENT // The Coca-Cola Company