SMU Assistant Professor of Marketing Shilpa Madan said that Coca-Cola Company’s Share A Coke campaign feels charmingly low-key in an era when everything is personalised. She contrasted its low-tech embodiment against predictive and generative algorithms, calling it unexpectedly fun and warm. She also highlighted how possessions act as memory cues and how finding one’s name on a can, sharing it in real life, and the social content that spins out of it can stretch a single brand encounter across time and across channels.
