Coca-Cola will reintroduce its Share a Coke campaign, with names set to appear on Coca-Cola Life and Cherry Coke variants in the US for the first time.
Under the new name Share an Ice Cold Coke, the programme will also see last names – including Garcia and Thompson – join first names on 20oz bottles across the Coca-Cola portfolio. The brand said that, by introducing more names and greater choices, consumers would have more opportunities to engage with the personalised campaign.
Stuart Kronauge, senior vice president, brand and strategic marketing for Coca-Cola North America, said: “We’re excited to bring back ‘Share a Coke’ this year, refreshed with more names and now last names. By extending ‘Share a Coke’ across five Coca-Cola products, we’re giving people more great tasting choices and ways to share and enjoy simple moments together this summer. A delicious, ice-cold Coca-Cola has always been perfect to quench fans’ thirst during the summer heat.”
Consumers will also be able to purchase personalised 8oz glasses of Coca-Cola, Diet Coke and Coke Zero online. The campaign goes live in May.
‘Destinations instead of names’
In Europe, Coca-Cola Great Britain will also revive the Share a Coke campaign this May – retaining the original name but printing summer holiday destinations on pack instead of people’s names. They include Miami, Bali and Ibiza – and consumers will have the opportunity, by entering a unique on-pack code on Coca-Cola’s website, to win a holiday for four to a destination of their choice. The promotion will roll out across several European countries, beginning with the UK.
Aedamar Howlett, marketing director for Coca-Cola Great Britain, said: “Share A Coke was a global phenomenon which took product personalisation to the next level. The 2014 campaign earned a number of awards and mass-scale engagement with our customers online and in-store. This year, we are building on its success by reminding people in the UK why Coke makes summer more special, while giving them the opportunity to share a Coke with loved ones in some of the most desirable locations across the world.”
The on-pack promotion and packaging design will be supported by a significant marketing campaign that includes TV commercials, digital out-of-home advertising, social media activity, PR and an ‘influencer campaign’.
“To support the iconic packs, we will be significantly investing in a multi-channel marketing campaign which includes our biggest sampling drive yet, an extensive digital campaign, a new TV creative, outdoor and PR,” Howlett said.
Coca-Cola brand director for Coca-Cola North America Evan Holod concluded: “Share a Coke has become a rite of summer over the past few years. Coke lovers have turned it into more than delicious, ice-cold refreshment, making Share a Coke a way to create moments of togetherness with the people they care about. We know how much people love finding their names on Coca-Cola bottles, so this year we brought back names and added more names than ever. We’re looking forward to following #shareacoke and seeing the amazing ways people across America will share their ice-cold Coke this summer.”
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