Coca-Cola is bringing back its Share a Coke personalised bottle campaign - with four times the number of names.
Coke claims 80% of consumers will be able to find their name as it starts rolling out 1,000 personalised bottles and cans of Coca-Cola, Coke Zero and Diet Coke this week. Last year’s campaign launched with 150 names in April, with a further 100 added in July.
For the complete list of names, see the Coca-Cola website.
Other changes to the activity for 2014 include the introduction of ‘Mum’ and ‘Dad’ branding on take-home PET packs to attract families, while 330ml cans and 500ml and 375ml bottles will feature a selection of nicknames including ‘Mate’ and ‘Bestie’. Share a Coke will also extend to 500ml £1 price-marked packs for the first time.
Coca-Cola hopes to top last year’s successful campaign, which contributed to a 10% rise in volume sales of Coca-Cola impulse lines [Nielsen April to August 2013 vs 2012].
Coke is supporting the packs with social media in early June and a Name Dropper app to help consumers track down specific named packs. In response to retailer feedback, Coke’s UK distributor Coca-Cola Enterprises (CCE) is also rolling out transparent dump bins to help shoppers find the bottle they want.
TV advertising kicks off on 17 July. Further support will include pop-up events in major cities and in-store activity allowing shoppers to instantly print labels featuring their surname on sharing bottles.
From July, consumers can also visit a website and purchase Coke glass bottles personalised from more than 500,000 names.
Share a Coke was “one of the most talked-about campaigns of 2013,” said CCE VP for sales and marketing Nick Canney. “In 2014 it will be bigger and better as a result of listening to and acting on feedback from customers, shoppers and consumers.”