Results and Effectiveness

The campaign sold 2.5 million more cases of Coke during Ramadan than in the same period last year – an increase of 50% Market share during Ramadan grew by 9%. Coke’s brand scores for “uplifting brand” bubbled up by 2%. The campaign generated more 2.7bn Rupiah ($277,000) of free media impressions with an estimated readership of over 7.5 million. And our Goodness Machine raised enough funds to provide 20 children with a full three-year high school scholarship. Coke is now the brand on everyone’s lips during Ramadan.

Creative Execution

We created a unique blank space on every bottle for Indonesians to write personal messages of kindness. We encouraged the world’s most-populous Muslim nation to share its Ramadan spirit, targeting our two key audiences; weekly shopper mum and the family’s arbiter of brand cool, teens. Our campaign launched with the hand delivery of 170,000 bottles to Indonesian mothers – complete with handwritten thank-you notes from Coke employees. We set up 3,000 Coca-Cola pop-up shops for commuters on their way home. We created the Coca-Cola Goodness Machine in partnership with charity Coin a Chance. This online application vended virtual ‘goodwill’ cans to be shared with friends and family. Every can helped underprivileged children go back to school. Activation was backed with a special Coke song actively promoted to teens.

Insights, Strategy and the Idea

RAMADAN IS ABOUT GIVING. WE HELPED COKE BECOME THE CATALYST FOR KINDNESS ACROSS INDONESIA. Ramadan has a clear message: to reflect and celebrate, and give generously. Giving has always been at the heart of the Coke brand and it wanted to use this special time to make itself more relevant. Our solution was to make Coke synonymous with small acts of kindness. We’d get Indonesians to ‘Share their Ramadan spirit’ – with Coke facilitating generosity across the country. We would empower kindness – within families, communities, and to those less well off – via the medium of Coke’s iconic packaging. By totally redesigning the label, we’d make a Coke a gift worth giving and help consumers show their Ramadan spirit. We’d start a movement with each act of generosity or support triggering a national cascade of generosity. We’d inspire a nation to show thanks and support to those around them.