Coca-Cola plans to export Australia’s Share a Coke campaign to other markets, the company’s global marketing chief has revealed in Cannes.
Joseph Tripodi, executive vice president, chief marketing and commercial officer of Coca-Cola, said that the idea will most likely be used outside of Australia next year.
He told Mumbrella: “We’re actively looking at that [exporting Share a Coke to other markets], and I’m convinced that it’ll work elsewhere,” he said.
However, Tripodi added the caveat that the campaign is not easily transferable.
“Share a Coke is not easy to execute, because there are a lot of moving parts. We are learning from what’s happened in Australia to see how it can work in other markets,” he said.
Share a Coke has not yet met with the success at Cannes that many expected, winning no more than a bronze for agency Ogilvy Sydney, although in a number of categories including Promo, Direct and PR.