Everyone loves something that's personal to him or her, even if it's just a drink. It makes you feel (well made me feel)
that the brand is interested in building a relationship with you.
"Data suggests the activity has had the desired effect, helping Coca-Cola outperform the market on several measures" - marketingweek. I believe this initiative lifted up sales as well as consumers' perception. The hashtag #shareacoke encouraged tech savvy users to promote their brand online, spammin' the hell out of social media platforms such as Facebook, Instagram and Twitter.
