The Museum of Brands in London is exploring the phenomenon of customised packaging, starring one of the most successful advertising campaigns in Coca-Cola history. Discover how our very own ‘Share A Coke’ campaign came to form a major part of their display.

About the exhibit

Put together in collaboration with ThePackHub, the Personalised Packaging exhibit is the first in a series of displays at the Museum of Brands which explore various aspects of current and future packaging innovation.

The exhibit – which is open until 18th February 2018 – showcases brands who’ve incorporated customisation into what have become some of their best-known campaigns, as well as exploring the powerful impact of personalisation on today’s consumers.

At the forefront of the colourful display case stands our ‘Share A Coke’ campaign. The iconic personalised name design – which replaced the Coca-Cola logo on our bottles and cans – is widely seen as the catalyst which sparked a global packaging customisation trend.

Coca-Cola’s ‘Share A Coke’ campaign sits centre stage in the Personalised Packaging exhibit
Coca-Cola’s ‘Share A Coke’ campaign sits centre stage in the Personalised Packaging exhibit 

Why Coca-Cola?

The ‘Share a Coke’ campaign marks one of our most successful campaigns to date with over 150 million personalised bottles sold in over 80 markets around the world.

It boosted consumer engagement by challenging people to find their own names and the names of friends or loved ones, and revolutionised promotional marketing by producing millions of labels using customised data.

The campaign was such a success in the UK it ran in both 2013 and 2014, having originally been launched in Australia in 2011.

“The ‘names on pack’ campaign ran in over 80 countries worldwide and encouraged other consumer goods brands to subsequently follow their lead.” Paul Jenkins, ThePackHub

By the time of its second launch, the names printed on our bottles covered an incredible 80% of the UK population.

“It is fitting that Coca Cola bottles sit centre stage in the Museum of Brands’ Personalised Packaging exhibit,” says ThePackHub’s Paul Jenkins. “The display features the very successful Share a Coke campaign, which was the first example of a major brand taking personalised packaging seriously and doing it well. The ‘names on pack’ campaign ran in over 80 countries worldwide and encouraged other consumer goods brands to subsequently follow their lead.”

Watch the ‘Share A Coke’ ad

The display also features the eye-catching ‘Coca-Cola Extraordinary’ campaign which ran in Israel in 2014.

The campaign used HP Indigo's innovative printing technology and a special algorithm that enabled Coca-Cola Israel to print a huge number of bottles, each with its own unique design. The algorithm auto-generated millions of different labels, with no need for human intervention.

Watch Coca-Cola Isreal’s Extraordinary Diet Coke ad

The campaign was a huge success both among fans and in sales. 

Find out more about other innovative Coca-Cola campaigns…