I do like this campaign, it feels like a new and more personal iteration of the old Coke Hilltop from 1971 (which was also famously reinvented in Google’s Project Re:Brief). The pay-off from that ad was I’d like to buy the world a Coke – or that’s what they sing.
In Share a Coke that is exactly what you do – only to someone who you know and care about.
Share a Coke 2013:
It does seem that they target slightly dysfunctional Brits for this one… I dunno:)
Coke Hilltop 1971: