For the second consecutive year, Coca-Cola has been named the top brand followed by McDonald’s and Mercedes-Benz in the ranking of the world’s best marketing campaigns and companies, based on performance in effectiveness and strategy competitions.
This is the result of the 2015 Warc 100, a benchmark for commercial creativity, allowing organisations to compare their performance with their peers.
To compile this year’s Warc 100 rankings, Warc tracked more than 2,200 winning marketing campaigns from 87 different competitions. Coca-Cola rose to the top of the brand rankings based on the success of its campaigns, ‘Share a Coke’, ‘Effortless Meals by Coke and Walmart’ and ‘Ice Bottle.’ The top advertiser globally was Unilever, followed by Procter & Gamble.
In Nigeria, Coca Cola launched its popular “Share a Coke” campaign for the first time in January 2015, replacing its iconic logo with popular Nigerian names on all its packaging – the returnable glass bottle, cans and PET bottles.
“Share a Coke transforms the global Coca-Cola brand into a special, personal experience for our consumers.” said Patricia Jemibewon, Marketing Director, Coca-Cola Nigeria Limited. “By swapping our iconic Coca-Cola logo with personal names, we give all our consumers a unique opportunity to connect and share their personalized Coke with the people who matter the most to them- friends, family and loved ones, either in person, or virtually”, she said.
The ‘Share a Coke’ campaign was first introduced in Australia in 2011. Since then, the Company has launched the ‘Share a Coke’ campaign in over 50 countries around the world.