The Share a Coke campaign is “in the top three of my six and a half years at Coke” according to the brand’s marketing supremo Jonathan Mildenhall.
Ogilvy & Mather Sydney were one of two Aussie agencies named on the seven-strong winner’s list for the Creative Effectiveness Lion at Cannes today, with entries having to have won a creativity award in the last year to be eligible.
After the announcement Mildenhall told B&T the campaign had rolled out in 27 territories so far – it is currently running at Cannes, with plans to go into more than 50 for the Aussie created idea.
He said: “I respect it because it’s challenged a lot of our perceived ideas about what we could do with our brand, with packaging etc, so when I first saw the idea I was very positive about it because I thought it was very disruptive.
“Then you see the campaign scale all over the world and you realise this is the most successful campaign Coca Cola may have done in decades in terms of proving ou the correlation between effectiveness and creativity and the commercial impact of outstanding creativity.
“Each and every year it just grows in my affection for it being a benchmark of the way forward for driving a proper way forward for the brand.”
He said Ogilvy are still consulted on the rollout because of the nature of the “liquid network” of agencies Coke uses, and described the agency as “one of the shining lights of that network”.