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