Creative Execution

Leading with online executions of online influencers using the Cans of Expression to say innovative messages their friends, lovers, and each other, the campaign seeded the concept among the target demographic. Influential young people were suddenly posting images of messages created from Coke products on social media networks. The online buzz went viral quickly, creating anticipation and demand. Facebook Coca-Cola then provided its own content and a platform for showcasing the best user-generated content. The worded cans were mobbed and sold out, as social media buzzed with rumors on where to buy the cans at any moment.

10,775 user-generated topics from consumers recording their own “Share a Real Feeling” moments through social media. Coke widened its leadership gap and owned a full 50% of the market in Thailand for the first time. Significantly, share increase 9.5% over the previous year in Bangkok, the biggest Thai market by far and the place where Pepsi’s previous lead was the strongest. Coke also achieved its highest Brand Preference score since 2009 at 41%, which was 9.5% higher than the year before. Coca Cola Thailand Facebook became a number one Facebook fan in its category for the first time.

Thais’ reluctance to express themselves publically was the trait that made global campaigns useless; it also identified a key need in their lives. In an age of new media, social media, and 24-hour connected engagement, Thais were communicating more than ever. Coke products were already in their hands – why not make Cokes the new media for real expression? By printing common Thai names and pronouns, as well as vesatile words such as “like” “pretty” “lover” “friend” “meet” and other terms of social interaction on Coke cans and bottles, Thais suddenly had the tools for expressing themselves face to face. To make the campaign lasting and effective, it had to be owned by the public. The rollout was therefore staged to hold off on mass media until key viral media seedings had spread the word underground that Coke was a cool new tool for saying things you’d always wanted to say.