Planning & Execution

We chose to put the lyrics of 60 of China’s most popular songs on the labels of Coca-Cola bottles and cans. Each lyric was selected from the catchiest, hookiest part of the song and was chosen to be immediately recognizable when printed on the label.

In addition, each bottle could be scanned with a mobile phone to allow the specific music clip to be played. Each clip was accompanied with a beautiful, fun animation of the lyric that could be shared in social media as a Musicon (Music + Emoticon) as a means of social self expression.

The core TV campaign for Summer focused on Lyric Cokes as the key asset of the Summer ‘Share a Coke’ campaign.

Throughout the Summer of 2014 Coca-Cola staged topical consumer events and distributed relevant Lyric Cokes to generate news. Events took place on Chinese Valentine’s Day, Father’s Day, during college entrance exams and the World Cup.

Grassroots events were staged by Coca-Cola bottlers around China and over 5.6 million personalised Lyric Coke bottles were distributed.

Effectiveness / Results

In a summer where the average temperature in China was a chilly 6 degrees centigrade colder than 2013, Coca-Cola volume sales in China were 6% higher than the previous year.

The category as a whole only grew by 1.2% in the summer of 2014, so Coca-Cola growth was five times higher than the sector, necessarily resulting in strong market share gains.

Our campaign also generated over 3 billion impressions in social media, resulted in over 5.6 million personalised Coca-Cola bottles being distributed and recruited 25 million non-Coke drinkers into the category.