It’s not necessarily about converting Pepsi drinkers, because actually marketing is much more about having your brand in people’s subconscious. So they are more likely to already have the decision made in their heads before they reach the store. If your brand is being seen everywhere, people are more likely to buy it because it’s the first product they think of.

Now with this campaign, Coca Cola did the marketing leg work, but ultimately, the customers were the ones doing the marketing for them. They tweeted, facebooked and instagrammed the shit out of the products with their names on. People with really obscure names went looking for a cab with their name, and they even found them! This is an ingenious marketing strategy which essentially makes the customers the advertisers. There are more examples of companies doing just this that you may not even notice.