Leo Burnett Shanghai nicknames Coke in a major new summer campaign launch for Coca-Cola

For the hot summer days of 2013, when young people across China will be reaching for a Coke, Leo Burnett Shanghai has developed an initiative to make the happy moments even more unforgettable by replacing the iconic Coca-Cola logo on the pack with individual nicknames, like ‘Buddy’ and ‘Sweetie Pie,’ that add to magic of sharing a Coke together.

The campaign, which aims to increase trial and purchase of Cokes by sharing these unique cans and bottles, will be supported by two TV commercials featuring massively popular band May Day, and a selection of OOH, retail and print, and nationally launched on 10th June 2013.

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The campaign was inspired by a successful, much-loved Coke Australia campaign, where common first names were printed on Coke cans. In China, however, first names don’t work due to sheer volumes. Instead, Leo Burnett’s consumer research revealed that certain nicknames and compliments are very popular on key social media channels. This stems from the fact that teens spend a lot more time online during summer, especially on social media platforms and have less face-time time with their families and friends. When they meet, sometimes they don’t know the best way to express how they feel – paying people compliments is not so easy in Chinese culture – and so they like to give each other nicknames to use both on- and offline.

The agency took these exciting insights and developed the ‘nickname’ idea to bridge that gap and connect people in a socially and culturally relevant way.

Says Stefan Petzinger, Leo Burnett Shanghai’s managing director: “So why not make a bold move and put those very nicknames on the Coke labels? It helps to enrich face-to-face and physical connections between teens by encouraging them to share suitable label nicknames with the ones they wanted to connect with.

“Since Chinese love freshness and novelty, this strategic move arrests their attention, giving them a new way to look at a classic. But more importantly, this was the perfect way to enhance their experience of summer with Coca-Cola.”

The campaign includes 30-second ‘Sound Check’ and ‘Concert’ TV commercials. The Coca-Cola ‘Nickname’ Sharing Pack offers 60+ different nicknames for people to share with people they want to connect with. The TVC and supporting communication materials will launch simultaneously.

Title: Summer “Nickname” Sharing Pack

Exposure: Television, outdoor, print