The idea behind the campaigns, according to Coca-Cola, is to ‘remind people of the refreshment and great taste that only an ice-cold Coke can bring on a hot summer day’.
Share a Coke
The Share a Coke campaign, which printed people’s names on Coca-Cola bottles, was originally launched in Australia in 2011 and was subsequently rolled out to 70 countries on the back of its success.
Tapping into consumer demand for personalization and connection, the campaign picked up seven awards at the 2012 Cannes Lions festival.
The campaign has since evolved: last year, for example, Coca-Cola put well-known song lyrics on its bottles and cans in the US.
The new campaign in the UK, with holiday place names from famous cities to exotic beaches around the world, will be launched in May and will be rolled out to a number of countries in Europe including Spain, Germany, France, Sweden, Belgium, Norway and Ireland.
As part of the UK campaign, consumers will have the chance to win a trip to destinations such as Hawaii, Bali, Ibiza or Miami.
Aedamar Howlett, marketing director, Coca-Cola GB, said: “Share A Coke was a global phenomenon which took product personalisation to the next level. The 2014 campaign [in the UK] earned a number of awards and mass-scale engagement with our customers online and in-store.
“This year, we are building on its success by reminding people in the UK why Coke makes summer more special; while giving them the opportunity to share a Coke with loved ones in some of the most desirable locations across the world.”
- More than a thousand names on bottles
- 998 million impressions on Twitter
- 150 million personalized bottles sold
- 730,000 bottles personalized via e-commerce store
In the UK, Coca-Cola will also be promoted by the biggest UK sampling activation undertaken to date, with 11m 150ml samples of Coca-Cola Zero Sugar in cities and at festivals.
There will also be a new summer TV commercial, ‘Pool Boy’ (which you can watch below).
The new Share a Coke campaign will feature on bottles of Coca-Cola, Coca-Cola Zero Sugar and Diet Coke. Coca-Cola GB recently announced that it would phase out its stevia-sweetened Coca-Cola Life drink and focus its efforts on Coca-Cola Zero Sugar (previously Coca-Cola Zero) instead.
US: campaign extended to Cherry Coke and Coca-Cola Life
In the US, the campaign is now called 'Share an ICE COLD Coke', again positioning Coca-Cola as a summer refreshment.
The campaign will feature last names in addition to first names on 20 ounce bottles across the portfolio.
First names and last names will not appear on the same bottle: rather, surnames such as Johnson, Smith, Williams, Garcia, and Lopez will appear on separate bottles, according to Ad Age.
This year will also be the first year that names will appear on Coca-Cola Life and Cherry Coke, joining Coca-Cola Classic, Diet Coke and Coke Zero.
Evan Holod, Coca-Cola brand director, Coca-Cola North America, said: "We know how much people love finding their names on Coca-Cola bottles, so this year we brought back names and added more names than ever.
"We're looking forward to following #shareacoke and seeing the amazing ways people across America will share their ice-cold Coke this summer."