Americans can now get on a first-name basis with their
This summer, Coke is swapping out three of its iconic logos on 20-oz. bottles for the 250 most popular first names among American teens and Millennials. “Share a Coke”, which first launched in Australia in 2012 and has since rolled out in more than 50 countries, invites fans to find their names -- and the names of family members, friends, coworkers and people they’d like to know better -- on bottles of Coke, Diet Coke and Zero across the U.S.
“Summer is the perfect time to get together with others and
share moments of happiness over an ice-cold Coke at barbecues, sporting events,
family reunions, amusement park outings and other gatherings,” said Stuart
Kronauge, senior vice president, sparkling brands,
Shareable 1.25- and 2-liter bottles will sport group names like “Family” and “Friends”, and colloquial nicknames like “BFF,” “Star,” “Bestie,” “Legend,” “Grillmaster,” “Buddy” and “Wingman” will appear on 12-oz. cans. The terms will express each brand’s individual personality.
“Share a Coke” packaging will roll out nationwide in June and will remain on the shelves through August. The campaign will come to life online and via social media, too. Starting Thursday, fans can visit www.shareacoke.com to personalize virtual bottles and share them with friends via Facebook, tumblr, Twitter and Instagram.
By using the #ShareaCoke hashtag, consumers can share their
stories and photos for the chance to be featured on interactive Coke billboards
across the country. And anyone with the free
Kronauge said the campaign puts a modern, youthful twist on the brand’s 128-year legacy of bringing people together and making them feel special. “For teens and Millennials, personalization is not a fad, it’s a way of life,” she adds. “It’s about self-expression, individual storytelling and staying connected with friends. ‘Share a Coke’ taps into all of those passions.”
Initial response across social media has been strong,
according to Jennifer Healan, group director, integrated marketing content and
“‘Share a Coke’ is designed to get people talking and
sharing,” she said. “When teens see that the iconic
Coke will amplify and curate the #ShareaCoke conversation via its social channels.
“We’ll not only be talking about the names on bottles, but also putting a great deal of focus on celebrating real moments of sharing and the stories behind them,” Healan adds. “We’ll highlight the best examples to encourage sharing among our fans and followers and inspire teens to recreate these sharing moments with their friends.”
Momentum is expected to build as more personalized packs reach the market and a multifaceted advertising campaign kicks off on July 1.
A 500-stop, cross-country “Share a Coke” tour featuring
traveling kiosks will enable fans to customize a
U.S. readers are invited to join us on My Coke Rewards Beta for even more ways to participate in #ShareaCoke, featuring a limited-time #SelfieSweeps for concert ticket prizing. Don’t miss your chance, check it out now!