Your Name in a Song: How Coca-Cola Made 79 Personalised Tracks for Greek Gen Z

The Challenge

Coca-Cola needed to re-energise its classic "Share a Coke" concept to connect meaningfully with Greek Gen Z in a fresh, culturally relevant way.

The Strategy

The brand merged personalised packaging with a tailored music experience, partnering with Greece's most popular youth artist, Konstantinos Argiros, to create individualised audio tracks tied to limited-edition cans.

Execution and Innovation

The team produced 79 unique versions of an original track, each corresponding to a specific name printed on limited-edition cans that consumers could scan via QR code. The campaign expanded beyond digital channels into live events across four cities and a high-profile performance at a national music awards ceremony.

Results

The activation achieved an 87 per cent experience recall rate, garnered nearly 200,000 QR scans, and engaged the highest number of unique users in the brand's entire digital history.

Judges' Verdict

"A truly distinctive campaign that elevated personalisation."