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Industry & Competitive Context By the late 2000s and early 2010s, the global carbonated soft drink industry had become intensely competitive and highly saturated. Large beverage companies faced slowing growth in developed markets, changing consumer preferences, and increasing fragmentation of media consumption. Traditional mass advertising continued to deliver scale, but consumer attention was increasingly shifting toward digital and social platforms where peer influence carr

Executive Summary Coca-Cola India launched its "Share a Coke" campaign in 2013-2014, adapting the global personalization marketing strategy that originated in Australia in 2011. The campaign replaced the iconic Coca-Cola logo on bottles with popular Indian names, nicknames, and terms of endearment, aiming to reverse declining youth consumption and drive trial among millennials. This case study examines the strategic rationale, execution approach, and documented business outco