Share A Coke
Project Scope
- “Share A Coke” returned to Nigeria in 2025 with a refreshed, culture‑led push that reintroduced personalized Coke bottles/cans, layered in digital engagement, and dangled millions in cash and other prizes.
- The relaunch sought to rekindle nostalgia among millennials while making the campaign relevant to Gen Z, positioning it as a modern, social, and highly shareable moment.
Objectives
- Re-establish Cultural Relevance: Insert SAC into the daily conversations of Nigerian youth (Gen Z) and young adults.
- Drive Promo Participation: Convert "buzz" into "buys" by incentivizing bottle scanning for the N250m cash and prize pool.
- Omnichannel Impact: Deliver an end-to-end PR strategy that spans top-tier news, lifestyle blogs, and high-energy social media trends.
- Event Excellence: Generate massive physical and digital footprint through a flagship immersive launch in Lagos.
Our Approach
The campaign employed a multi-layered tactical approach to ensure Coca-Cola remained top-of-mind throughout the campaign:
- Media Tiering:
- Utilising a mix of "Big 5" traditional press (Vanguard, Guardian, etc.) for credibility and high-traffic digital blogs (Legit, Pulse, Zikoko) for virality.
- Influencer & Creator Coordination:
- Leveraging cultural voices to move the campaign from "advertisement" to "lifestyle“.
- Real-Time Engagement:
- Utilising X (Twitter) and videos on Instagram to spark nationwide trends and "fear of missing out" (FOMO).
- Experiential Marketing:
- A high-impact physical event designed as a content factory for creators and the press.
Conversation Map
- STORY
- ENTER
- Create the buzz of the Share A Coke pre-launch via through storytelling, which built intrigue through Gen Z-focused teasers and nostalgia narratives
- SOCIAL
- ENGAGE
- Do the content, live stream the experience of the main launch and trend the high moments of the promo, leveragingmainstream social blogs
- STREAMS
- EXTEND
- Did content extensions via targeted digital boosts on social blogs and newspaper reports
Result
- Immersive Experience:
- The launch event hosted press, creators, and culturalicons in a curated environment that encouragedcontent creation.
- On-Ground Engagement :
- Over 1,500 attendees interacted with the brand,generating 94 unique mentions and a massive 42.9M+reach in a single window.
- Earned Pick-ups:
- Post‑event pieces spread across mainstream andniche publications as editors repackaged highlightsfrom the launch event and social blogs publicized thepromo winners and their stories, thereby sustainingthe news cycle into the amplification phase.
Outcome
Total MentionPre-Launch, Launchand SAC promo Amplification(as of January 14,2026): 184
Total Online Coverage: 116
Total Print Coverage: 10
Total Social Media, Blog Posts: 58
Total PR Impressions: 362,541,208
Total PR Reach: 101,185,664
Total Engagement: 74,485