I just came across this promotion being run by Coca Cola in Australia. For the first time Coca Cola has changed its packaging and instead of the brand name has a selection of 150 names representing the diverse cross-section of Australia's population, and by the off-chance your name is not mentioned you can have it printed on the can (what an amazing memento to have!). This promotion was supported by an online campaign of sending a virtual customized can to your friends via a Facebook app. The beauty of this promotion is that it merges Coca-Cola's spreading happiness campaign with its core branding principles while simultaneously engaging and rewarding its fan-base. It is very difficult to find a promotion that supports branding principles while engaging with fans/customers on such a core level. The fact that they have never changed their design except to have your name on it, would really resonate with the people. It's no wonder that Coca-Cola are the #1 brand. 
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