If you had trouble finding a Coke with your name on it last summer, your luck’s about to change. The “Share a Coke” campaign, which helped fuel revenue and volume growth in 2014, is returning to the U.S. this week with more names, more packages and more ways to share.
Coca-Cola will swap out its iconic logo on 20-oz. bottles of
These changes were inspired by creative fans who made the campaign their own last summer – from wedding proposals, to baby announcements to pre-college sendoffs. “We found that people were buying Share a Coke bottles not just because they found their own names, but because they wanted to share with others,” said Evan Holod,
The team also learned to keep the communications simple, and to let the packaging’s straightforward labeling and #ShareaCoke hashtag do the heavy lifting.
“Last year we saw how excited people were when they found a Coke with their name or their friend’s name. People shared countless images of their discoveries online, sometimes before they even left the store,” added Jennifer Healan, group director of integrated marketing content for
A full Share a Coke marketing push will launch on May 1, including TV and cinema commercials and social and digital elements. Fans can once again text their #ShareaCoke photos for the chance to appear on digital
“While last year people found great ways to use Share a Coke in amazing ways, this year we’ve given people the tools to make sharing even more personal,” Holod says. “Our e-Commerce platform, along with new glass and aluminum bottles at retail, gives people a way to plan ahead, to use Share a Coke to make their most special occasions a little more special, and brings people together in the way
Retailers that participated in the 2014 campaign saw a year-over-year sales lift in July for 20-oz.
Aluminum bottles and emoticon-sporting mini cans will join the “Share a Coke” packaging mix in 2015.
The Share a Coke experiential tour will cross the country again this summer, giving away more than 1 million customized
“The excitement level we saw on last summer’s tour was incredible,” Healan said. This year we want to take that even further by giving fans more ways to share and personalize their summer experiences.”
“Share a Coke” debuted in Australia the summer of 2011-12 and has since rolled out in more than 80 countries, including New Zealand, Argentina, Brazil, South Africa, Great Britain, Turkey, Germany, Spain and Chile.
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