After many years working client-side with Coca-Cola, Brid Drohan-Stewart recently joined the Dentsu Aegis network. Here what she’s learned.
Browsing: Brid Drohan-Stewart
Just as humans will always react strangely when they see themselves on the big screen at the cricket, it seems they will also react strangely when they have the chance to see their name on a can of Coke, something the Share a Coke campaign has tapped into, first in Australia and now in New Zealand with the help of Ogilvy. And, continuing its long association with the festive season and adding to the more than 200 popular Kiwi first names (as this chap found out, Osama wasn’t one of them) and colloquial terms like Mate, Sis, Bro, Mum and Dad that have taken the place of the brand’s cherished logo, Coca-Cola has released another limited edition set of cans featuring the names of Santa and his nine reindeer.
The Share a Coke campaign in Australia was brilliantly simple. Those who had their names on the tin were happy, and those who didn’t wanted to find a way to make it happen. And now Kiwis have a chance to offer their own suggestions to add 50 more names to the original list.
In September last year, Coca-Cola Australia put people’s names on its cans and bottles for the first time in the company’s history. The campaign won loads of gongs at Cannes and its global marketing chief Joseph Tripodi said the idea would be exported to other markets. Now New Zealand is getting the personal treatment, with 150 of the country’s most popular names being put on millions of Coca-Cola bottles and cans “to remind and inspire people to connect”.