“Share a Coke” began in 2011 by replacing the Coca-Cola logo on selected packages with popular first names.
The campaign started in Australia, where Coca-Cola printed names on bottles and cans and encouraged people to find a package bearing a friend’s or family member’s name. The personalization made ordinary packaging a social prompt and invited consumers to share photographs and messages.
After its Australian launch, the idea expanded to other countries with localized names, languages, and cultural variations. Some markets later included terms such as family roles or friendship phrases, but the central concept remained personalized packaging.
The campaign is distinct from Coca-Cola’s earlier “Share a Coke” advertising language because its defining branding innovation was the name-based package treatment. It became one of the company’s most recognizable modern personalization campaigns.