Coke eyes another sales boost after bringing back ‘Share a Coke’
Coca-Cola is bringing back its ‘Share a Coke’ marketing campaign next month after last year’s debut helped lift sales and consumers’ perception of the brand.
http://www.youtube.com/watch?v=duh2lELaju4
More than a thousand names will appear on packs and bottles of Coca-Cola, Diet Coke and Coca-Cola Zero from today (2 June). Limited number large PET bottles will carry ‘Mum’ and ‘Dad’, while some 330ml cans will include ‘mate’ and ‘friends’.
A multi-million pound campaign will back the launch of the initiative including an ad featuring ‘Bobby’ the dog on a mission to find his personalised bottle.
The ad, which launches next week online and on TV 17 July, is backed by outdoor, experiential and online activity including a site that allows people to buy personalised bottles from a choice of 500,000 names.
Last year’s campaign was a big success for Coke helping it outperform the soft drink market in both volume and value sales by a significant margin. YouGov BrandIndex data tracked to the end of the campaign also appeared to show the initiative had a positive impact on sentiment towards its brands.
Bobby Brittain, the new marketing strategy and activation director at Coca-Cola Great Britain, says: “We were overwhelmed by the reception our consumers gave Share a Coke last year.
“Having successfully run the campaign in many markets worldwide, we’ve received a lot of feedback from those at the heart of the campaign, our consumers.”
