How Coca-Cola reimagined 'Share a Coke' to recruit 496,000 Gen Z users via hyper-localised personalisation

CASE STUDY: By trading traditional names for local Gen Z slang, Coca-Cola turned its 14-year-old 'Share a Coke' campaign into a digital success that recruited nearly half a million new users across ASEAN and the South Pacific.

by Matthew Keegan