September 2024
Written by
Abbie Mason
E-commerce
Marketing strategy
Product launch
Tech
Coca-Cola’s “Find Your Name” Campaign: A Reflection of Shifting Consumer Behaviour?
In September 2024, Coca-Cola launched a new campaign under its Diet Coke brand titled “Find Your Name.”
This initiative involves 150 different names being printed on cans and bottles, reminiscent of the now-iconic “Share a Coke” campaign from over a decade ago.
While at first glance this might seem like a recycled marketing strategy, it actually offers intriguing insights into how consumer behaviour and marketing dynamics have evolved over the years.
The Nostalgia Factor: Revisiting a Classic
The “Share a Coke” campaign, first introduced in Australia in 2011 and rolled out globally in 2013, was a groundbreaking marketing move. By replacing its logo with common first names, Coca-Cola created an immediate, personal connection with consumers. This was not just a simple gimmick; it was a masterstroke of personalisation that resonated with people on an emotional level. The campaign spurred social media engagement, with consumers eagerly sharing photos of their personalised bottles, and it significantly boosted sales, reversing years of decline in several markets.
Fast forward to 2024, and Coca-Cola seems to be banking on the nostalgia of this success. The “Find Your Name” campaign feels like a natural successor, yet it is tailored for a modern audience. Today’s consumers are more accustomed to personalisation across all aspects of their lives, from tailored digital content to customisable products. By limiting the number of names to 150, Coca-Cola has introduced an element of exclusivity and challenge, encouraging consumers to actively seek out their own names or participate in the brand’s digital experiences.
The Evolution of Consumer Behaviour
The reintroduction of this personalised approach highlights a significant shift in consumer behaviour. In 2013, the novelty of seeing your name on a global brand’s product was enough to generate buzz and excitement. Today, however, personalisation is no longer a novelty but an expectation. This shift reflects broader changes in consumer culture, where people increasingly seek unique, individualised experiences. The rise of social media and digital platforms has only intensified this demand, as consumers are now accustomed to having content and products tailored specifically to them.
Coca-Cola’s new campaign also taps into a modern form of self-care. The “Diet Coke Break” concept, which is central to this campaign, is all about taking a moment for yourself—a notion that resonates strongly in an era where wellness and self-indulgence are major consumer trends. By connecting the act of finding a personalised Diet Coke with the idea of a relaxing break, Coca-Cola is aligning itself with contemporary consumer values.
A Reflection of Self-Absorption?
There’s an argument to be made that this campaign, like many others today, reflects a growing trend of self-absorption. The emphasis on finding your own name—on making the product “about you”—could be seen as catering to a more narcissistic society, where individual recognition is highly valued. In 2013, the “Share a Coke” campaign encouraged sharing and connection with others. In contrast, the 2024 iteration seems more focused on the self, potentially mirroring a cultural shift towards individualism over collectivism.
However, it could also be argued that this is simply a reflection of changing times rather than an increase in self-absorption. In a world where consumers are bombarded with generic, mass-produced products, the ability to find something that feels personal and unique can provide a much-needed sense of identity and personal value.
Reinventing the Wheel?
Critics might argue that Coca-Cola is merely reinventing the wheel with this campaign, relying on a concept that has already been extensively used. Yet, the success of such campaigns often lies in their ability to tap into current cultural and social trends. By reintroducing personalisation with a twist—fewer names, more exclusivity, and an emphasis on self-care—Coca-Cola is not just recycling an old idea but reinterpreting it for a new generation of consumers. In conclusion, Coca-Cola’s “Find Your Name” campaign is more than just a rehash of the “Share a Coke” initiative. It is a reflection of how consumer expectations around personalisation have evolved and how brands are adapting to meet these demands. Whether it’s a sign of increasing self-absorption or simply a smart adaptation to contemporary consumer culture, the campaign underscores the enduring power of personalisation in marketing.