Meet the team
Jacob Elam
Photography
Project Storyteller
Research
Ideation Sketching
Model Making
Evelyn Parr
Ideation Sketching
Form Development
Research
Model Making
Graphic Design
Sydney Youngstedt
Ideation Sketching
Video Editing
Model Making
Photography
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Brainstorming session
Prototyping
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Sydney Youngstedt
Jacob Elam
Evelyn Parr
This campaign personalized Coke bottles and cans with the top 150 names in order to encourage consumers to share the beverage with their close friends and family. Later, Coca-Cola began including holiday-themed kitch names, including “Santa” and “Someone Naughty”. Share a Coke was a very successful campaign, increasing sales by 7%.
Why was “Share a Coke” successful?
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Included a “Call to action”
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Encouraged a social behavior
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Created desirability and exclusivity
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Created novelty with the cans with names
"Share a Coke" Campaign
Understanding the Market
Over use of material
Uncomfortable Grip
Not Eco-friendly Materials
Thin, flimsy structure
Concept Illustrator Nets
Final Design Direction
With this design, we were able to incorporate minimal use of material, branding, active interaction, and functionality, along with a logical orientation of the two cans for store display.
Dominate color: #d82028
Accent Color: #000000
Dominate color: #f0f1f3
Accent Color: #d82028
Dominate color: #d82028
Accent Color: #ffffff
I wanted to understand the different color makeup of each beverage so that I could design the colorway of the packaging around it.
I decided to use the accent color of each can as the base color for the packaging vice versa.
Graphic Branding Elements
Here I identified existing graphic materials both within the "Coke mini" line and the "Share a Coke" campaign and packaging I incorporated these elements to create visual consistency with our product to existing Coke products.
Top 10 Overall Design
Coca-Cola Sponsors Choice Finalist