The brief

Based on the success of the same campaign in Australia, the European market wanted to create a localised version to roll out across 17 countries. Like the Australian campaign a number of standard names would be printed on cans. However, to leverage social media, a social media campaign would be created to go along with the Share a can idea to Share your summer.

Users could #tag social media posts, which included a can, and these would be aggregated into a single wall of summer. Combined with summer entertainment ideas, the travelling Coca Cola summer road show and the use of social media advocates, the campaign would span the whole summer and be the center of the marketing push for Coca Cola in Europe aimed at increasing sales across the board by 10%.

The challenges

The process

The solution

A responsive which worked across all channels and engaged used.