Coca-Cola — "Share a Coke" (2011)

Ogilvy Australia's "Share a Coke" campaign replaced Coca-Cola's iconic logo on bottles with 150 of Australia's most common first names. The 2011 Australian launch drove a 7% increase in consumption among young adults — the first growth in a decade — and was rolled out globally by 2014 with 800+ names. It generated 998 million Twitter impressions and became the social-media era's first viral packaging phenomenon, influencing personalization marketing for a decade.