Give Now

Earth Eats: Real Food, Green Living

Share A Coke: Catchy Campaign Is Not Without Concerns

Did you share a Coke this summer? Coca-Cola's successful campaign featured names and social media promotion geared toward Millenials.

The Share A Coke campaign sent thirsty consumers scrambling to find their names on Coke, Diet Coke and Coke Zero bottles this summer.

Coca-Cola’s “Share A Coke” name campaign ran this summer through August 30 and was highly successful, surpassing other beverage campaigns like Bud Light.

Share A Coke With…

Share A Coke was aimed at 20-somethings and Millenials, using the top 250 names of that demographic in addition to terms like “BFF” and “Soulmate.”

The campaign was launched in 50 countries, and Coke encouraged use of social media through the hashtag #ShareaCoke.

Largely, the response was positive, according to digital analytics provided by Networked Insights. Ninety-six percent of comments were considered positive or neutral with 5 percent considered negative.

To Your Health?

Not everyone is cheering on Coke, however. From the playfully disgruntled to the skeptical, Coke has its share of detractors.

Marion Nestle of Food Politics shares her own personalized can, but questions Coke’s intentions. For instance, even her small 7.5-ounce can is packed with sugar.

In Ireland, Coke has faced allegations of marketing to children—something they swore against—by including popular children’s names.

Encouraging sugary beverages, of which Americans already consume too much, comes across as irresponsible, despite the encouragement to “share,” says Sarah Eichberger of Michigan State University.

Collector’s Items

Despite the concerns, the campaign spurred about $32,000 in Ebay sales for thirsty consumers desiring their own Coke bottle with their name.

As soon as the name-hungry consumers quenched their thirst, sales for Coke began to drop.

Coke has responded, saying the company will “be riskier” in their development and innovation.

Liz Leslie

Liz Leslie is a journalist based in Chicago. When she's not writing about food, she's likely eating food. Or dreaming about food.

View all posts by this author »

What is RSS? RSS makes it possible to subscribe to a website's updates instead of visiting it by delivering new posts to your RSS reader automatically. Choose to receive some or all of the updates from Earth Eats:

Support For Indiana Public Media Comes From

About Earth Eats

Search Earth Eats

Earth Eats on Twitter

Earth Eats on Flickr

Harvest Public Media