“Share a Coke” is back this summer with more names and flavor choices than ever. The fourth iteration of the hit campaign reminds fans that nothing beats the summer heat like an ice-cold, delicious Coca-Cola.
Starting in May, 20-oz. bottles of Coca-Cola, Diet Coke and Coke Zero – and, for the first time in the U.S., Coca-Cola Life and Cherry Coke – will feature first and last names. More than 1,000 first and last names are available this year, with nearly 200 last names included.
“Share an ICE-COLD Coke” will give people more ways to create simple moments together while enjoying a Coca-Cola when it’s needed most, during summer’s hottest moments,,” according to Evan Holod, Coca-Cola brand director, Coca-Cola North America.
“Share a Coke” premiered in Australia in 2011 and has since rolled out in more than 100 countries around the world. It debuted in the U.S. in 2014 and has evolved every year. “Share a Coke” has become a “rite of summer” as fans clamor to find bottles with their names or the names of friends and loved ones.
“There is nothing more personal, more special, than seeing your name,” said Holod. “And creating a meaningful moment of connection is something Coca-Cola does better than anything. Including last names can create a different, even deeper sense of connection – one of cultural and family pride.”
This year’s campaign focuses on personalized packaging, but also on the role of Coca-Cola as a thirst-quencher that brings people together.
“’Share a Coke’ has revealed what we always knew about Coke but sometimes take for granted – that the liquid itself can inspire moments of togetherness,” Holod said. “With this summer’s message of sharing an ice-cold Coke, the Coke itself becomes the vehicle to both refreshment and special moments.”
The addition of Cherry Coke and Coca-Cola Life aligns with the company’s ‘One Brand’ marketing strategy, which focuses on offering a Coca-Cola for all lifestyles and occasions. “We have the right understanding of where the consumer is going and where we want our portfolio to go,” said Holod.
Fans can once again visit ShareaCoke.com to buy personalized 8-oz. glass bottles and six-packs of Coca-Cola, Diet Coke and Coke Zero. From proms to graduations, family reunions to weddings, the ways to share an ice-cold Coca-Cola with family, friends and party guests this summer are limitless. Online shoppers can also find Coca-Cola apparel and gift items on the site.
The traveling “Share an ICE-COLD Coke” experience will refresh thirsty fans across the country this summer, customizing ice-cold Coca-Cola or Coke Zero mini cans at tour stops in 17 states. Dates and information will be posted at ShareaCoke.com in May.
Also returning this summer is limited-edition patriotic packaging, which honors the nation’s service men and women and commemorates the company’s partnership with the United Service Organizations (USO).
A national marketing plan will support “Share an ICE-COLD Coke”, including TV, cinema, radio, outdoor and social/digital advertising breaking in May.
“Fans will see both the hottest and coldest work we’ve ever done,” Holod said. “It’s dripping with intensity and heat… and yet it delivers completely the idea of ice-cold refreshment. If it doesn’t make you thirsty, nothing will.”
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