A wider choice of over 1,000 names will see more shoppers than ever able to purchase personalised Coca-Cola products in-store.
Coca-Cola is making the campaign more personal by introducing targeted take-home PET bottles across Coca-Cola, Coke Zero and Diet Coke. These celebrate family by encouraging people to share with their parents through ‘Mum’ and ‘Dad’ appearing on-pack. 330ml cans will feature a selection of nicknames such as ‘Mate’ and ‘Bestie’, making packs even more shareable than before.
A scaled digital launch will kick the campaign off on social media in early June 2014 and will be followed by activity on the ‘Share a Coke’ website, where consumers will be able to share a virtual bottle with friends or download personalised wallpapers for their computer desktop or mobile phone.
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Consumers will also be able to find where personalised bottles have already been found via the Name Dropper digital app that will bring together social media content using the campaign hashtag #shareacoke, along with the name that appears on the bottle.
Beginning on 17 July, the TV commercial Bobby follows one dog’s quest to find his personalised Coke bottle!
“Last year’s campaign drove value and volume sales across Immediate Consumption Coca-Cola formats, and this year’s plans are similarly designed to drive category growth,” said Nick Canney, VP sales & marketing at Coca-Cola Enterprises.
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