When I was asked to write a blog entry I jumped up with a Homer Simpson WOO HOO! Then it settled in. Oh crap…I have to take this seriously. “Activations Around The World” - what does that mean? I’m a Creative Director who likes craft and artistry. Can’t I have that subject?
I was given a great deal of time to write my blog entry. And in true creative fashion, I procrastinated. Staring at a blank sheet for weeks. Nothing was coming to me. Until one day I was out shopping for home improvement supplies with my dear wife at the Home Depot and couldn’t believe what I was seeing as we entered the store.
I was laughing hysterically at a grown man’s rear end flying high with half his body buried in a bin full of Coca-Cola. He was rummaging through it like a squirrel searching for nuts. He must have had 100 bottles out on the floor and he looked at each one as he brought them up from the depths of the bin. Then suddenly he popped up like a whack-a-mole, victoriously holding the prized bottle in his hand. He shouted “I FOUND IT!” and it read “JASON”.
You see our friend Jason had just been “activated” by Coca-Cola through their “Summer of Sharing” campaign. A genius idea, really. Coca-Cola swapped out three of its iconic logos on 20-oz. bottles for the 250 most popular first names among American Teens and Millennials. The task was simple - find yours, and your friends’, family, dog, imaginary friend or whomever - and share it with them. Simple. Clean. Fun. Extremely social and, most of all, actionable.
By now, like me you’ve surely witnessed what I like to call “The Jason Phenomenon”: people digging through Coke displays to find their name. Or you’ve witnessed the crazy amount of Facebook, Twitter and Instagram posts. Maybe you’ve even found your own name?
Either way there is no mistaking the emotional connection Coke has made with their consumers. What an amazing act by such a huge brand. Swapping their iconic logo for your name, making YOU the brand. Surely this emotional currency is far greater than the price of a soda.
After marveling at how much activity I’d been seeing around this campaign I found out that, albeit new to the US market, it was actually launched globally prior to Jason going end over end into the bin at Home Depot. I also found out that there are wonderful vending machines where one can buy a coke with a custom imprint of your name. How cool is that? And a fantastic website: http://www.shareacoke.com/#bottle. Decades after they “Taught The World To Sing”, Coke is still bringing the world together through innovative and socially-driven, shared-value campaigns. I can go on and on about how great I think this campaign is - but I’ll let you judge for yourself.
Now I wonder if I can find one that says “LOS”?
Carlos Musquez – aka “LOS”
VP Creative Director