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Library/Campaign/Share a Coke
Grade B18 sourcesHIS-01519

Share a Coke

Campaign · 2011 · Niche

38Editable slideCertificate

Coca-Cola put names on packs; its agencies reported an 11% US package volume lift.

Clip · The Hardly Working Podcast on YouTube
Clip · Oglivy on Vimeo
Official Coca-Cola photograph of the original named packs.
The Coca-Cola Company
Named Share a Coke bottles photographed in June 2014; CC BY 2.0.
Mike Mozart
Here Are the Best (and Worst) Personalized Coke Bottle Hacks So Far
Adweek
Iconic ‘Share a Coke’ is Back for a New Generation
The Coca-Cola Company
Coca-Cola Partnership with Summer of Sharing
Nosco

Spread Score

How it works
Reach35Contagion45Breadth60Velocity0Longevity4138

Numbers

US paid support of Facebook posts; agency total
105M
As of Aug 31, 2014 · Facebook · Self-reported · Luis Mendoza / Starcom Mediavest Group, via Market Research Society
Milestone date
Jul 29 ’14
Sep 2011 to Jul 29 ’14
Platforms
5
Started on Retail
Origin
Mixed
Food & beverage

Mechanics

  • Shareable outputPrimary
  • Visible in use
  • Platform jump
  • Press loop
  • Controversy

How it spread

Trace the origin

Coca-Cola put names on Australian packs, then took the campaign abroad. Bottle photos, label jokes and a pregnancy video spread alongside paid ads and creator deals. Its agencies reported US package sales gains; personalized bottles later became an online business.

Documented milestone; not a measured attention peak. Dates use the stated precision; chart positions are date anchors.

Google searchesFeb ’11OctJan ’13OctJul ’14OctMar ’16Jun ’18May ’20Mar ’22May ’24Aug ’25MilestoneRetailOpen webPressXYouTube
RetailOpen webPressXYouTube

13 more events on this chart

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Timeline (16)

  1. September 2011

    Coca-Cola / Ogilvy Sydney seed · Sep 2011

    Named Coke packs reached Australians, using 150 first names in place of branding on one side.[1][2][3]

    Open the first post ↗

  2. p-etalss platform jump · Sep 27 ’11

    p-etalss posted a Catherine bottle on Tumblr with Coke and name tags.[2][4]

  3. October 2011

    Adweek press · Oct 6 ’11

    Adweek covered the Australian named bottles and options for shoppers whose names were missing.[5]

  1. commercial · Apr 29 ’13

  2. platform jump · Nov 13 ’13

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Why it worked

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Origin
Mixed
Sector
Food & beverage
Region
AU
US paid support of Facebook posts; agency total
105M
As of Aug 31, 2014 · Facebook · Self-reported · Luis Mendoza / Starcom Mediavest Group, via Market Research Society
Evidence
Grade B

Spread the same way

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New cases, every week

How the next thing spread, the week it does.