• Began in Sydney Australia in 2011

• Presented in a 151- word brief• The resulting campaign became known as

“Project Connect”

• The goal was to both strengthen the brand’s bond with Australia’s young adults, and inspire shared moments of happiness in the real and virtual worlds

• They replaced Coke branding on bottles and cans with the 150 most popular names in Australia

• That summer, Coke sold more than 250 million named bottles and cans in a nation of just under 23 million people• The campaign made its way

around the world, reaching more than 70 countries, to date. • Coca-Cola teams from Great

Britain, to Turkey to China and, most recently, the United States

• Spoke to fans at eye level• People were buying Cokes to show people they

cared for that they missed them…• From soldiers overseas in Afghanistan, to loved

ones in hospital, to long-lost friends. We hadn’t really anticipated the packs being used in this emotionally powerful way. It was an example of how the public took the idea and shaped it themselves

• The overwhelming demand for the personalized cans surprised us. They quickly became a must-have object of desire. • We sent traveling kiosks, which consumers

could visit to customize a can of Coke, to major shopping malls across the country.• we purposefully made the invitation more

about giving a Coke to someone else rather than keeping it to yourself