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Brief: Breathe new life into Share-a-Coke, Coke’s most successful sales-driving program that was entering it’s sixth year
Insight: Research showed the program had lost its specialness, especially among multicultural youth, the core growth audience. Names weren’t nearly enough, we had to up the ante on personalization to get them re-engaged.
Idea: Take the experience off the bottle and make it shareable at its core