Since Coca-Cola debuted its "Share a Coke" campaign to personalize labels in Australia in 2011, it's put common first names on bottles in a lot of markets. It even placed the names in braille in Latin America. The brand also has been trying out various playful twists on the campaign in Asia: it's putting emoticons on cans and bottles in Southeast Asia so people can share their feelings with friends.
The campaign started in Vietnam. Bloggers and celebrities were recruited to popularize Coke's new emoticons; partnerships with Facebook and a local messaging platform, Zalo, reinforced them. The campaign, called "Share a Feeling," will roll out in other Southeast Asia markets over the next year.
"Emoticons have become a perfect sharing platform, sharing of human feelings," said Pratik Thakar, Coke's head of creative content and design excellence for ASEAN (Association of South East Asian Nations) & APAC (Asia Pacific) in a statement. "It transcends language barriers and has pretty much become a part of popular culture across most ASEAN markets."
Droga5 Sydney developed the idea, while Isobar Singapore designed the emoticons and packaging labels and did work including the TV commercial, out of home ads and social media content. On the media side, OgilvyOne and MediaCom helped spread the campaign in Vietnam.
Neighboring China has been trying out various twists on the "Share a Coke" campaign for several years; this year it customized bottles with well-known movie quotes.