"Share a Coke"

A simple yet genius idea of simply putting a few names on a can or bottle of soda was one of the best market strategies Coca Cola has come with in the past couple of years. In this day and age soda companies like Coca Cola are plateauing due to lack of sales. A shift in trends in the market has hurt the soda business hard. Soda companies are being taken out of schools and restaurants to create a healthier lifestyle. In 2013 sales on soda products have dropped by 3%. It was the 9th consecutive year of decline of sales. Clearly something need to change. In 2014  the Share a Coke marketing campaign was put into action all over the globe. Coke took 250 popular names and put them on individual bottles. It was met with a positive reaction from the consumer base and increased sales by 2%. Consumers got the feeling of a treasure hunt when looking for a bottle with their name on can. The idea behind the campaign was to take one of the world's most recognizable logo and turn it into a personal name that consumers can relate too

"A Coke can or bottle is the most iconic design in the world and the fact you can impact that with your name has a huge curiosity and wow factor,'' said Dean Crutchfield, an independent branding consultant. .  https://www.youtube.com/watch?v=2X8Bd3-G6IU
In total Coke has spent 4.3 billion dollars in advertising in 2014 globally. Coke committed a lot of time and money to the Share a Coke campaign because it was not just limited to the cans. There was a whole social media media side and even has customal name making machines. This Campaign was very successful because it was appealing to everyone and all ages. Young adults and small teens were influence the most though. The young adult and teen audience for soda has been shrinking over the years and this was a perfect way to draw them back. The use of social media  in the campaign was huge success to bring in a younger consumer base. Many kids loved the fact that they are drinking a drink with their name on it. Even Phrases such as friend, family, and wingman we put on the cans. 

Coke has done a good job at adapting to market shifts by investing in other no soda markets to be a lasting a healthy company that can trusted to last. Even though they are in the soda business Coke has made many pledges to help support causes such as diabetes and obesity. The company has made a statement that says in 2025 all Coke drinks will be limited to 250 calories. 
https://www.youtube.com/watch?v=D2kn9MwicDQ
The soda business is a losing market and Coke knows this. They are doing everything they can do to try and shift with these market trends to stay relevant in the world.