Coke brings ‘Share a Coke’ back with more names
Monday June 2, 2014 at 3:49pm
Coca-Cola is bringing back its hugely successful ‘Share a Coke’ campaign this summer due to popular demand. In year two of the campaign, over 1,000 names will appear on packs of Coca-Cola, Diet Coke and Coca-Cola Zero between now and September. 500ml and 375ml bottles will bear first names of consumers, with over 1,000 appearing in across the UK. Bobby Brittain, marketing strategy and activation director, Coca-Cola Great Britain, says: “We were overwhelmed by the reception our consumers gave Share a Coke last year. Having successfully run the campaign in many markets worldwide, we’ve received a lot of feedback from those at the heart of the campaign, our consumers. A lot of the interaction we got focused on the search for their name, so this year we’ve made the campaign bigger, to ensure that thousands more people can join the fun of the hunt to find their name and those they love.” For 2014, Coca-Cola is making the campaign more personal than ever by introducing targeted large PET bottles across Coke and its no-calorie variants which feature emotive words rather than first names – such as ‘Mum’, ‘Dad,’ ‘Mate’ and ‘Friends’. The campaign is once again supported by an extensive integrated marketing campaign which includes outdoor, a TV commercial, digital and experiential activity. The TV commercial, entitled ‘Bobby’, follows one dog’s quest to find his personalised Coke bottle and shows just how everyone is included in this summer’s campaign. With Bobby watching on, groups of teens come together to enjoy the summer with their personalised bottle of Coca-Cola in hand. Unable to see his name, the canine sets out to search for his name. The advert, which launches at scale on digital platforms from next week, airs on TV and out-of-home advertising from July 17 2014. People who want to get involved in Share a Coke this year before the named bottles appear in store can go to shareacoke.co.uk where they can share a virtual bottle with friends or download personalised wallpapers for their desktop or mobile phone. Consumers can also track down bottles as they are found via the Name Dropper digital app which will aggregate social media content using the campaign hashtag #shareacoke along with the name that appears on the bottle. Finally, for those who still can’t find their name on shelves, an online personalisation site with more than 500,000 names to choose from will launch later in the summer. This offers consumers the chance to purchase iconic Coca-Cola glass bottles featuring their own, their friends and their families’ names. There will also be chances to get personalised products at pop up events in major cities across the region and in store via the shopper activation which will allow consumers to instantly print labels featuring their surname on Coca-Cola or Coke Zero sharing bottles.