Value proposition is the set of benefits and values ​​that a brand offers to consumers to meet their needs and must be different from competitors for them to be successful (Cova & Salle, 2008). This value proposition is achieved through positioning, which refers to the place a product occupies in the consumer's mind compared to competing products (McGuinness, Morgan, & Strong, 2003). Marketers try to create the desired position in the minds of their target market. In the case of “Share a Coke”, the target market had previously been identified as adolescents and young adults, aged between 18 and 25 (Grimes, 2015). However, the limited alienation worked in the campaign's favor. Anyone between the ages of 13 and 65 could be included, creating mass market penetration. Coca Cola Limited and Ogilvy & Mather realized that their competitors had not launched products like those in the “Share a Coke” campaign. From identifying their target market and observing their needs through social media, they discovered that their consumers wanted something convenient and personalized (Grimes, 2015). Coca Cola Limited Australia has developed its own marketing mix to support and communicate its positioning to the target market. So they created a customized product at the price of a regular Coke and through vigorous promotion through