Coca-Cola is bringing back its ‘Share a Coke’ campaign for summer 2014 due to its success in 2013. Enhancements this year will include:
• More names - more than 1,000, meaning more than 80% of the population will be able to find their personalised pack in store.
• Selected nicknames also included on 500ml and 375ml bottles, as well as 330ml cans to make every pack shareable.
• Exciting new marketing campaign will drive further consumer engagement.
• New elements introduced building on feedback from customers designed to drive sales further.
The campaign aims to exceed the impact seen in 2013, when the presence of 250 different names on special packs saw a sales increase of 10% on immediate consumption formats across the Coca-Cola portfolio.
For 2014, Coca-Cola is making the campaign more personal than ever 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. The 330ml cans will feature a selection of nicknames including ‘Mate’ and ‘Bestie’ making packs even more shareable than before.
With packs available to the trade from now and running until September, the promotion will be once again supported by extensive consumer marketing campaign that includes digital, TV, out of home and experiential activity.
A scaled digital launch will kick the campaign off on social media in early June and will be followed by activity on www.shareacoke.com where consumers will be able to share a virtual bottle with friends or download personalised wallpapers for their computer desktop or mobile phone. Consumers will also be able to also 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 July 17, the TV commercial entitled ‘Bobby’ follows one dog’s quest to find his personalised Coke bottle. 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 open in July. This offers consumers the chance to purchase Coca-Cola glass bottles featuring their own, their friends and their families’ names.
There will also be chances for consumers 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.