Share a Coke 2.0: The Hit Campaign is Back, and it’s Bigger and Better Than Ever
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.
And consumers no longer have to scour the aisles looking for a specific name thanks to a new e-Commerce component that adds a degree of customization by allowing people to order personalized individual or six-packs of 8-oz. glass contour bottles at ShareaCoke.com.
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
For example, 8-oz. glass bottles will feature “Mom”, “Dad”, “Grad”, “Soulmate” “Hero” and more occasion-specific nicknames, and multi-serve packs like 1.25- and 2-liter bottles will sport “Class of 2015”, “Team” and “Family”. “We’re also working with retailers to position our glass bottles with names like ‘Mom’, for example, next to flower arrangements leading up to Mother’s Day,” said Holod.
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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