Coca Cola has given up almost half of their branding area on the cans and bottles to names and current terms such as “BFF”, “MOM”, “Friend” and “Besties”. All in order to connect with consumer with the product on a personal level. Coca Cola has leveraged social media where customers who make that connection with a certain bottle can post their moment with the rest of the Sumer of Sharing community.
This year Coca Cola has added more names and even an on-line store where you can personalize your own can for your special event. The success of this campaign has made Coca Cola relevant in todays market place by recognizing that a brand is more then just a product but a relationship with the end user.
WHY IT WORKS: The brand connected themselves to their consumers on a personal level but stayed true to its own personality.
WHAT WAS THE RESULT: From the start of the Summer of Sharing campaign in 2012 it has grown worldwide to over 40 countries and continue to grow.