As revealed by AdNews on Tuesday, Coca-Cola has launched its biggest ever summer marketing campaign which signals the first time it has changed its packaging in 125 years.
The 'Share a Coke' campaign, revealed by AdNews earlier this week, is exclusive to Australia. It will run from October to December and personalises by printing 150 of the countries most popular names. The marketing campaign more than doubles Coke's spend last year and aims to sell 268 million Cokes.
While the bottles will host Australian names, coke cans will be more colloquial with branding such as “Share a coke with your mate” or “bro, sis, champ, boss” to name a few. Coke will have kiosks at 18 selected Westfield shopping centres where customers can personalise their 200ml Coke can if their name isn't in the top 150.
Come December, cans will change over to “share a Coke with Santa” and the names of his reindeers.
King Cross' iconic Coke sign will for the next three days be transformed by the 'Share a Coke' campaign. Passers-by can text their name and see it displayed for 29 seconds. They will receive a digital image of their name on the sign to their mobile phone.
The campaign will also include 30 second TVCs, which will first launch during the AFL and NRL grand finals this weekend.
'Share a Coke' will spread virally and through social media. Facebook users will have a chance to create their own Coke commercials using pictures from their Facebook albums and will be able to share a virtual Coke. Customers will also have the chance to win $50,000 to share with their friends.
Coca-Cola South Pacific marketing director Lucie Austin said in a statement: “We are using the power of the first name in a playful and social way to remind people of those in their lives they may have lost touch with or have yet to connect with. We've put names on Coca-Cola bottles so consumers will have fun finding their friends' and family members' names and then enjoy sharing a Coke together.”
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