Cohn & Wolfe Awarded Two Assorel Awards for ‘Share-A-Coke’ Campaign

Milan – December 2, 2014 – Cohn & Wolfe, a leading global communications agency, won two trophies for its “Share-A-Coke” campaign for leading soft-drink Coca-Cola at the 2014 Assorel Awards. The team was awarded in the Food & Beverage and Brand & Product Communications categories. In 2013, Cohn & Wolfe won an Assorel Award in the Digital & Social Media category for its work with pet food supplier Royal Canin.

The Assorel Awards are awarded by the Italian Association of Full-Service PR agencies. Now in its 17th year, Assorel annually awards the best public relations campaign in areas ranging from finance to social campaigns and chosen by a jury of qualified industry experts.

“This campaign represents Cohn & Wolfe’s evolution as a full-service agency – a melding of digital and traditional, online influencer engagement and local events, media relations and creative content,” said Elena Silva, Managing Director, Cohn & Wolfe Milan. “I’m proud of our teams for launching an innovative way for an iconic, beloved brand to interact with its fans.”

Assorel Award: Food & Beverage
Assorel Award: Brand & Product Communications

In 2013, Coca-Cola shook up the norm and replaced the logo on its cans and bottles with 350 million common names, nicknames and trendy buzzwords. Cohn & Wolfe was challenged with earning unprecedented coverage for the established brand, turning a smart marketing move into PR magic. By engaging with nearly 500 influencers such as sports figures and pop culture icons, and sending them their very own personalized bottles of Coca-Cola, the team was able to reach the target millennial demographic through the medium that matters most to them: social media. Paired with media events on popular radio shows and a funny series of teaser videos, the teaser launch resulted in a strong jumping off point for the main event: a Share-A-Coke Italian tour, complete with booths encouraging visitors to print out their own personalized Coca-Cola bottles. At the end of the day, the launch was a huge success – with more than 12,000 tweets, almost 10,000 pictures on Instagram and enough traditional media coverage to reach an estimated 99 million readers.