Brand of the Day: How 'Share a Coke' Went Beyond Ingenious Packaging to Boost Sales

Personalization across media channels

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People love anything personalized, particularly from major marketers, and Coca-Cola smartly played into that this summer by importing the clever "Share a Coke" campaign to the U.S.

Personalized bottles and cans buoyed a decade-long sales decline for Coke—sales are up more than 2.5 percent, according to the Wall Street Journal—and though the campaign is ending, executives are strongly considering bringing it back next summer. 

The packaging idea, which started in Australia in 2011, certainly seemed to reinvigorate Americans' love for all things Coke.



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