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

case study coca cola cocacola By Matthew Keegan

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.

Coca-Cola hands Chinese New Year storytelling to Gen Z this year

cocacola ogilvy By Staff Reporters

Developed with WPP Open X, Coca-Cola’s Year of the Horse campaign casts Gen Z as cultural connectors, blending family traditions with contemporary formats.

TikTok, Coca-Cola and M150 lead ad awareness gains in Thailand

cocacola tiktok yougov By Staff

TikTok's investments in the country appear beneficial for brand equity, while beverage brands Coca-Cola and M150 are seeing gains in the lead-up to major sporting events.

Coca-Cola and WPP renew global marketing partnership

account win cocacola openx wpp By Nikita Mishra

Less than two months after Publicis outmanoeuvred WPP for the North American media business, WPP has renewed its multi-billion-dollar global partnership with Coca-Cola.

Publicis scoops Coca-Cola media in North America

account win cocacola Publicis wpp By Lucy Shelley

WPP has lost the account after a closed review.

A tale of two holding companies: WPP and Publicis

cocacola Publicis wpp By Cecilia Garzella

WPP’s loss of the Coca-Cola North America media biz to Publicis is a wake-up call for the former to beef up its media capabilities.

Coca-Cola media business contract lies between Publicis and WPP

cocacola publicis groupe wpp By Lucy Shelley

Incumbent WPP first won the business in 2021, and formed a bespoke unit called WPP Open X dedicated to the beverage brand client.

Year in review: Biggest brand fails of 2024

cocacola jaguar mattel the work By Staff Reporters

From Apple’s cultural misstep to Bumble’s billboard backlash and Jaguar’s controversial rebrand, here’s Campaign’s take on the brands that tripped up in 2024, offering lessons in creativity, cultural awareness, and the ever-tricky art of reading the room.

It's time we stopped treating Gen AI like our dirty little secret

ai cocacola creativity festive advertising By Rahat Kapur

All this heated discourse about AI in creativity misses a simple truth: This revolution isn't waiting for universal approval. It's already here—time to trade the resistance for renaissance.

Will the Coca-Cola ad deter brands from using AI in film?

artificial intelligence cocacola By Shauna Lewis

Social media users have criticised the brand's use of AI in its 'Holidays are coming' ad.

Where APAC CMOs can lead: Subway, Coca-Cola and Zespri weigh-in

cocacola zespri By Shawn Lim

As brands look to APAC for growth and consumer mindsets transcend boundaries, three CMOs tell us how this region can influence more global market strategies.

Coca-Cola brand director: ‘Brands can’t be complacent and must keep renewing’

cocacola By Marianne Calnan

Oana Vlad spoke alongside the creative directors of the Kansas City Chiefs and JKR at the D&AD Festival.

Gen AI has created an 'iPhone moment': Coca-Cola's ASEAN marketing chief

ai cocacola generative ai By Shawn Lim

Ahead of Campaign360, Coca-Cola's Matthias Blume explains how the brand continues to grow efficiently while maintaining creative excellence, platform relevance, and meaningful consumer engagement.

The Coca-Cola Company announces 5-year AI partnership with Microsoft

ai cocacola generative ai microsoft By Reem Makari

As part of the strategic partnership, the brands will experiment with Microsoft AI technology to develop and implement generative AI use cases.

Coca-Cola hires Meta's Katherina Jawaharlal to lead global corporate, brand PR

cocacola communications pr By Diana Bradley

She previously built and ran Meta’s partnership communications team.

Grey assembles global leadership team for Coca-Cola account

cocacola grey wpp By Alison Weissbrot

The five-person team will span disciplines from creative to CX and tap into global talent for parent WPP’s largest client.

Coca-Cola, Danone, and Nestlé in greenwashing row

cocacola greenwashing By Jonathan Owen

Coca-Cola, Danone, and Nestlé have been accused of greenwashing by consumer groups that have made a legal complaint to the European Commission calling for a crackdown on ‘misleading’ claims over the recyclability of plastic bottles.

Coca-Cola developed NFTs, but that doesn’t mean they’re coming back

cocacola By Brandon Doerrer

Web3 has a reputation problem that no technological upgrade can overcome, but some brands are still trying.

A bubbly surprise, Coca-Cola ignites senses with OOHA campaign

cocacola wpp By Minnie Wang

Coca-Cola and WPP 'Lighten Up!' to make everyday moments extraordinary in the latest rollout.

Coca-Cola-focused WPP Open X names Andrew Keller global chief creative officer

cocacola wpp By Diana Bradley

Keller has worked at Meta for the last seven years and at CP+B.

Coca-Cola launches food donation program for Ramadan

cocacola By Sabrina Sanchez

The New York campaign aims to provide meals to those who lack access to food for Iftar.

Coca-Cola invites creators to make artwork using AI-based platform

ai cocacola By Charlotte Rawlings

‘Create real magic’ encourages users to add their own creativity to Coca-Cola imagery.

Coca-Cola creates a series of festive films for its Christmas campaign

cocacola By Gurjit Degun

The work is available on Prime Video.

RNIB and Coca-Cola release accessible packaging for Christmas

cocacola By Charlotte Rawlings

The push was inspired by the work of The & Partnership.

Coca-Cola leads carols in Piccadilly Circus to mark return of 'Holidays are coming' ad

cocacola By Shauna Lewis

Brand first held this event in 2019, and returns for the second time.

How Coca-Cola is addressing the ‘age of dichotomy’ with ‘Real Magic’

cocacola gaming music By Staff Writer

With ‘Real Magic’, Coca-Cola is taking a fresh look at flavours, collaborations, distribution, and festive consumption, seeking inspiration from pop culture and its own storied past.

Coca-Cola launches 60-second World Cup ad

cocacola By Charlotte Rawlings

Central film will be followed by activity focused on fan rituals.

WPP's Mark Read on why Coca-Cola, Google and Unilever are pivotal to the network's future

cocacola mark read wpp By Gideon Spanier

He talks to Campaign after "very strong" 2021 results and reflects on growing spend in digital marketing, media, ecommerce, data and technology.

Meet Coca-Cola's Coke-loving cat clan

chinese new year cocacola ogilvy By Ad Nut

A pull-out-all-the-stops Year of the Tiger campaign by Ogilvy Shanghai includes a cinema-quality animated film, 3D OOH, mobile games, ecommerce integration and limited-edition packaging.

Holiday ads from Coca-Cola, Ikea, Disney score highest: Unruly

brands cocacola disney By Staff Reporters

In a significant shift from the pandemic focus of campaigns in 2020, brands tried to boost consumer sentiment. The above-named brands succeeded more than most, according to research by Unruly.

Coca-Cola puts trucks back on the festive road

cocacola uk By Fayola Douglas

Coca‑Cola is ringing in the holidays by bringing back a well-loved activation.

DentsuMB CCO on creating global cinematic blockbusters for Coca-Cola

cco cocacola By Imogen Watson

Chief creative officer Simon Lloyd reflects on creating Coca-Cola's Halloween and Christmas ads and the lessons on emotive storytelling he took from his time at Adam & Eve/DDB.

Coca-Cola holiday offers simple message of festive joy and inclusion

cocacola festive By Imogen Watson

Reminiscent of pandemic lockdowns, the heartwarming film presents a solution to the millions of children living without a chimney for Santa to come down.

WPP wins majority of $4 billion Coca-Cola business

cocacola wpp By Alison Weissbrot

Coca-Cola described the new relationship with WPP as “unprecedented” in its breadth and depth, as well as for the industry “given its geographical scale and reach". Dentsu will have a media role in some markets.

Coca-Cola lifts full-year outlook as it steps up marketing spend

cocacola earnings financials marketing revenue

Beverage giant says it is reaping the rewards of a "more efficient and effective" approach to marketing. It is preparing for further change next year following the conclusion of its agency review, expected in Q4.

Coca-Cola debuts ‘Real Magic’ global brand platform with emphasis on gaming

cocacola gaming twitch By Mariah Cooper

The beverage giant’s refreshed identity includes a new ‘Hug’ logo and a partnership with Twitch.

Coke tries a new recipe, in its bottles and in its ads

australia cocacola ogilvy By Ad Nut

A global campaign landing in Australia introduces Coca-Cola's new no-sugar recipe, its more coherent branding and an unusual but welcome new direction in its advertising.

Coca-Cola pitches alcoholic seltzer as elixir to Australian heat

australia cocacola By Staff Reporters

Topo Chico was unveiled in the market in a campaign from Hero+McCann.

Coca-Cola says it has doubled marketing spend year-on-year

cocacola earnings

The beverage giant is reversing a significant pullback in marketing spend in 2020, but is prioritising quality and targeting, and has dialled down its Olympics plans. It's also seeing growth in direct-to-consumer sales.

Why brands ride the BTS wave in Singapore

bts cocacola kpop mcdonalds samsung singapore top of the charts By Staff Reporters

TOP OF THE CHARTS: McDonald's, Louis Vuitton, Coca-Cola and Samsung have all seen a spike in business after collaborating with the band.

Asia-Pacific Power List 2021: Pratik Thakar, Coca-Cola

apac asia asia pacific cmo cocacola marketing power list By Staff Reporters

After a long APAC advertising-agency career, Pratik Thakar has ascended to a global role driving creative strategy for Coca-Cola, but still devotes time to improving the profession and grooming its next wave of leaders.

Thundercat remixes classic Diet Coke jingle 'just because'

cocacola Droga5 By Brittaney Kiefer

Aiming to capture the 'unapologetic' spirit of its fans, the song launches the brand's new campaign by Droga5 London.

Coca-Cola eyes more efficiency after 35% adspend plunge in 2020

cocacola pitch review By Gideon Spanier

Drinks giant is beginning global agency review.

Coca-Cola puts new year's resolutions on cans in follow-up to 'Share a Coke'

cocacola By Emmet McGonagle

Packaging campaign aims to "share resolutions of hope and positivity".

Does Coke's pitch of its entire global agency roster smell of desperation?

agencies cocacola creative media pitch By Darren Woolley

The company certainly ruined a lot of holiday seasons for incumbent and hopeful agencies alike. But what is the move actually meant to accomplish? TrinityP3's founder and CEO considers the possibilities, and the risks.

Coca-Cola’s marketing spend in Q3 remained 30% down year on year

adspend cocacola By Simon Gwynn

Soft drinks giant has announced plans to retire a large number of brands.

Porsche and Coke let fans hear the roar of engines despite race postponement

china cocacola porsche By Carol Huang

The postponement of the Porsche Carrera Cup Asia hasn't stopped Porsche and Coca-Cola from releasing co-branded cans and a cross-promotional campaign by Saatchi & Saatchi Shanghai.

Coca-Cola takes poetic approach in post-Covid search for purpose

72andSunny cocacola By Emmet McGonagle

Created by 72andSunny Amsterdam, “Open like never before” stars George the Poet as he performs a piece calling on the public to look at the world in a different light.

Coca-Cola is 'exiting some zombie brands'

cocacola By Diana Bradley

CEO James Quincey laid out the company's plan for increased marketing effectiveness and efficiency after lacklustre Q2 results.

Coke's 'The great meal' is pretty great

cocacola By Ad Nut

Global spot by Anomaly is the real thing.

Watch Coca-Cola's super optimistic global video, made in Malaysia

cocacola Dentsu By Ad Nut

Brand thanks everyday heroes for 'filling the glass with kindness and hope'.

Coca-Cola pauses marketing spend amid Covid-19

cocacola spending By Emmet McGonagle

Soft-drinks giant plans to re-engage with consumers 'when timing is right'.

A simple demonstration of Coca-Cola's branding power

cocacola ooh By Ad Nut

Your brain creates the bottle in these simple ads by Publicis Italy.

Have a Coke, and a million tiny emoji smiles

cocacola ogilvy thailand By Ad Nut

Ad from Ogilvy Thailand shows what you're really imbibing with each sip of the fizzy drink.

Coca-Cola reassures public 'what we share is stronger' in global festive spot

cocacola By Ben Bold

Ad follows November's 'Holidays are coming' launch.

Coca-Cola seeks creative agency for global brand campaign

agency cocacola review By Lindsay Stein

The review includes work around sustainability, according to people with knowledge of the matter.

Mastercard buys loyalty business that counts Coke and L'Oreal among clients

cocacola loreal mastercard By Sara Spary

Acquisition is Mastercard's latest move to strengthen customer data capabilities.

Singapore’s Top 100 Brands: Nike and Coca-Cola on the rise

cocacola nike singapore By Faaez Samadi

The Lion City maintains its penchant for mostly global brands with a few home favourites thrown in.

Sea change: What FMCG brands are doing about plastic pollution

cocacola environment fmcg indonesia sustainability unilever By Gunjan Prasad

The government in Indonesia is pushing sustainability, and brands are talking about it more than ever. But environmental critics aren't yet impressed.

Our five favourite Olympic ad campaigns of all time

cocacola japan nike pg samsung telstra By Staff Reporters

Authenticity and a dollop of inspiration, it turns out, are key elements to an influential Olympic Games campaign. Here are five of our favourites.

A year to Tokyo 2020: which brands will win the Games?

cocacola samsung sports By Matthew Keegan

12 months out from the Tokyo Olympics, we take a look at how the Games are affecting Japan’s advertising market — and ask which brands stand to make the most from the sports extravaganza.

How brands can be smarter with data science

cocacola grab pg

Data science is becoming an increasingly critical weapon for brands to safeguard their future. But to use it effectively requires a sea change in the structure and thinking of an organisation. Are brands aware — and ready — for the scale of the investment?