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SHARE A COKE: TURNING LYRICS INTO LANGUAGE
Three years ago, Coca-Cola’s “Share a Coke” campaign transformed their whole approach to summer by featuring names on bottles. Harnessing the power of names, Share a Coke was inherently social. But after two consecutive summers, the campaign was losing its novelty and momentum. So Coca-Cola launched a lyrics label campaign, coupled with celebrity endorsements, digital integrations with Shazam, and collaboration with Musical.ly social media.
Source: Shorty Industry Awards?

Say Coke: Coca-Cola selfie bottle
Coca-Cola targets millennials by inserting their branding into selfies. They created a cap with a small slot that will hold a smart phone to take a photo, like a selfie stick would. This Coca-Cola selfie stick angles the photo so that the bottle’s label and brand appears in the corner of each selfie. https://vimeo.com/191086196
Source: Cannes Lions

#Hungerithm
Snickers launched an online/offline advertising-meets-point-of-sale hybrid campaign of the year, introducing a "Hungerithm" that gauges the mood of the Internet and adjusts the price of its candy bars in 7-Eleven stores accordingly, in real time. In short, the angrier the Internet, the cheaper the candy—to make everyone a bit happier.  Created by Clemenger BBDO Melbourne, the Hungerithm is built on a 3,000-word lexicon and analyzes around 14,000 social posts a day. It even understands slang and sarcasm, the brand claims. The in-store Snickers price at 7-Elevens nationwide updated more than 140 times a day. "Considering how quickly the Internet can swing from a place of sharing and enlightenment to one of incredible vitriol, we felt this was the perfect way to bring the, 'You're Not You When You're Hungry' platform to life," adds Clemenger BBDO Melbourne executive creative director Ant Keogh.
Source: Cannes Lions

#Eaternet
Eaternet is a Hershey’s ad campaign that targeted Brazilian youth. It centered around a website that updated daily with socially relevant, interactive content. From the website, participants could win chocolate pieces that weighed 1.5 kg each, shaped in fun, web-themed molds and delivered to their doors. To win, they had to buy Hershey’s products and register with product codes online. Hershey’s also enlisted famous Youtube personalities to help promote the campaign. As a result, they experienced a 20% increase in sales.
Source: Cannes Lions

Give the Rainbow
A look into how Skittles leveraged the rainbow as a symbol and brand. inserting itself into the gay pride movement as the official candy of Pride in London.
Source: Cannes Lions



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