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.”

Recommended

Comments

    Leave a comment

    Close

    Discover even more as a subscriber

    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    If you're an existing paid print subscriber find out how to get access here.

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now

    Got a question?

    Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

    If you are looking for our Jobs site, please click here

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now