Case: Coca-Cola – “Share a Coke” Relaunch (2025)

a.    Explain how Integrated Marketing Communication (IMC) is reflected in the firm´s campaign.  (6 points)
b.    Identify three promotional tools used or implied in the campaign. Explain the role and perils of each tool. (9 points – 3 points each)
c.    Analyze the campaign using the marketing communication development process:
d.    Critically evaluate whether this campaign can be considered “green digital marketing” related to Scope 1-3 emissions. (6 points)
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In 2025, The Coca-Cola Company reintroduced its long-running “Share a Coke” campaign. The campaign focused on renewing consumer interest in the brand by combining product design, digital interaction, and physical media placements. As part of the relaunch, Coca-Cola distributed bottles and cans featuring a selection of common first names and social identifiers. These products were made available through standard retail channels, including supermarkets, convenience stores, and food-service outlets. The customized packaging was intended to encourage consumers to select specific items rather than generic alternatives. The packaging included a QR code that directed users to an online platform. On this platform, consumers could enter names or phrases and generate personalized digital visuals linked to the Coca-Cola brand. The content could be downloaded or shared through social media and messaging applications using mobile devices. Access to the platform required an internet connection and cloud-based data processing. The campaign was supported by paid digital media, including advertisements on social networks and video platforms. In addition, Coca-Cola collaborated with content creators who incorporated the personalized products into short-form videos. These digital executions used similar visual elements and slogans to those appearing on the physical packaging. Alongside digital media, the campaign featured out-of-home advertising in high-traffic urban locations. These included digital billboards and transit-area displays that showed campaign visuals and rotating names. The outdoor placements were concentrated near retail areas and public gathering points. Coca-Cola also implemented temporary on-site installations at selected public locations such as university campuses and commercial centers. At these locations, visitors could interact with the brand, create customized labels, and access the same digital platform via mobile devices. These installations operated for limited periods and were promoted through local media and social channels.  The campaign did not include temporary price reductions or coupons. Instead, the brand relied on product presentation, visibility, and consumer interaction to stimulate interest and purchasing behavior during the campaign period.

For evaluation purposes, the following data were made available: A typical user interaction with the digital platform (QR scan, content creation, and sharing) resulted in approximately 0.8 grams of CO₂ emissions, mainly from data transmission and server usage. The digital billboards used during the campaign were estimated to generate 35% lower emissions per display cycle than conventional printed billboard production and replacement. By emphasizing digital and reusable media formats, the campaign avoided the production of an estimated 120 tons of printed promotional materials.

At the same time, the campaign coincided with increased production and distribution of packaged beverages. Environmental organizations noted that beverage packaging and logistics remain significant contributors to the company’s overall environmental impact. Coca-Cola monitored the campaign using a range of indicators, including: Usage of the digital platform, Online engagement related to campaign content, Sales performance during the campaign period, Post-campaign consumer research on brand perceptions

The relaunch generated widespread public attention and participation across both online and offline environments. The campaign was discussed in marketing media as an example of a brand combining digital channels with physical products and real-world visibility.

(591 words= 3-4 minutes read)

https://www.coca-colacompany.com/media-center/iconic-share-a-coke-is-back-for-a-new-generation