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Take the logo off the product? No brand could afford to do that in 2013 - Nobody except Coca-Cola that is.
In the summer of 2013 Coca-Cola, for the first time in its company history and in the whole of German brand history, took off the well-known lettering on the bottles and replaced it with the 150 most popular teenager names in Germany. Suddenly, supermarket shelves were turned upside-down in the search for a particular name. The individual URLs on the cans fuelled the campaign hashtag #MeineCoke (My Coke) and spread the idea digitally. The cans were especially prominent on social media with 12 million views.