Opportunity: With Christmas following closely after Coke's reentry into the Lebanese market, we aimed to highlight the season as a time of goodwill through a cross-sectarian activity. We built a giant Christmas tree using "Share a Coke" cans as its building blocks, featuring the names of Lebanese from various religious groups. Additionally, personalized cans were created at mobile "Share a Coke" stations, where people could print the names of their loved ones and gift them to each other. Together, these cans formed the tree, placed in the heart of Beirut.
In a country often overshadowed by negative stories, the campaign served as a reminder of Lebanon's true spirit—where people celebrate and respect each other's traditions and customs. The activation was a massive success, and Coke's relaunch skyrocketed as a result – reaching 8% market share from an initial 1% within the month of the campaign.
The initial launch campaign TVC and outdoors.
