Coke Rolls Out 1,000 Personalized Songs
The groundbreaking "Share a Coke” campaign went viral in 2011 as fans around the world found their names on Coke cans.
Now, the company has taken the personalized campaign a step further in the U.S., making songs for people with more than 1,000 of America’s most popular names. You can find your own jingle here.
Come together, get along. Share a Coke with Benjamin, he’s jammin’ to this song.
Go share a Coke, Stephanie’s here! This song is beaming down, she’ll think you’re sincere!
Kate Santore, who leads integrated marketing content for Coca-Cola North America, says the campaign celebrates the diversity of names in the U.S., more than 1,000 of which have been found on Coke cans and bottles over the last few summers since the wildly successful campaign first launched in Australia six years ago.
The campaign now includes more names than ever and has also introduced last names. So Fitzco/McCann, an agency that works with Coca-Cola, started writing jingles for every single one.
Coca-Cola’s vision for the jingles was to make them into catchy radio tunes to celebrate the fact that "Share an Ice Cold Coke" is back for summer 2017. (You can hear a few of the jingles on national radio right now.) But Santore says that because of the way radio is trafficked, Coca-Cola would never be able to feature every name on the radio.
That wasn’t going to cut it for an ad campaign designed to celebrate over 1,000 names, so Santore’s team kept working.
“We knew there was power in this idea,” Santore says.
As the jingles began to be featured on the radio, fans started generating enough interest with Tweets and Facebook posts that Coca-Cola decided to go all out. The remaining 1,000 plus jingles were produced and put on Shareacoke.com, where visitors can type their names in a search bar and listen to a jingle featuring their name.
“The FitzCo/McCann team and I sat for hours one day and went through all the jingles, word for word, that they had written,” Santore says. “It was no easy task to write so many lyrics, but we had fun, and it’s so exciting to see how Coca-Cola fans are engaging with the tunes.”
I find the jingle for my name from Coca-Coka website
There’s obviously no way for Coke fans to know a jingle has been written for them when they grab a Coca-Cola with their name on it, so word is spreading almost exclusively via social media. A few days after the campaign went viral, Ryan Seacrest, one of the brand’s biggest ambassador’s, tweeted to fans after getting a pleasant surprise: Coca-Cola had written a special jingle specifically for him.
“My friends at @cocacola made my name into a jingle & and its def making my workout playlist. Go to shareacoke.com/summer to hear your song #ad” Seacrest tweeted, along with his own personal jingle.
“It’s interesting because the idea behind the program is so much about sharing that it’s a natural fit for social media,” says Evan Holod, Coca-Cola brand director. “Radio was a fantastic idea, but actually giving it to people so that they could share it is so much more exciting when it comes to the idea of what we do. Coke brings people together, Coke inspires people.”
Holod says he’s enjoyed watching the public response to the campaign over the last few years.
“I’ve been so pleasantly surprised—inspired is probably the right word—that people spend just as much time looking for other people,” he says. “It’s a great thing for the brand, but it’s a great thing for America.”
Every jingle is different. Fans can go to the Share a Coke website, type their name into the search bar, and listen to an 18-20 second jingle featuring their name.
For those whose names weren’t included in 2017’s summer campaign, the word “Sorry” appears, but not without a jingle of its own. Coca-Cola’s team wanted to make sure everyone who engaged the platform felt something special.
“It’s becoming, in a lot of ways, a ritualized Coke experience in the same way that Santa Claus or our role in the Olympics is,” Holod says. “Share a Coke is becoming one of those essential Coca-Cola moments.”