Coca-Cola Swaps Out Its Logo For 'Your Name Here'
"Share a Coke" campaign puts consumers' names on beverages
Published in CSP Daily News
ATLANTA -- Coca-Cola’s summer campaign extends an invitation to America to "Share a Coke." For the first time in the United States, Coca-Cola is personalizing the sharing experience by swapping out some of its iconic logos on 20-oz. bottles for 250 of the nation’s most popular names among teens and millennials.
Across the Coca-Cola trademark--Coke, Diet Coke and Coke Zero--the company is inviting people to find their name and the names of family, friends, colleagues, or even the names of people they want to know better and open a little extra happiness this summer by sharing a Coke together.
“Coca-Cola has been bringing people together for 128 years to create moments of happiness,” said Stuart Kronauge, senior vice president, Sparkling Brands, Coca-Cola North America. “Moments of happiness can define our lives. They can be grand or intimate, shared or personal, fleeting or even unassuming at times. We hope Share a Coke creates occasions between people this summer where they can simply enjoy the moment.”
In addition to first names featured on 20-ounce bottles, Coca-Cola, Diet Coke and Coke Zero logos will give way to group names like “Family” and “Friends” on 1.25- and 2-liter bottles, and 12-oz. cans will feature colloquial nicknames like “BFF,” “Star,” “Bestie,” “Legend,” “Grillmaster,” “Buddy” and “Wingman.” Eight-ounce glass bottle carriers will also encourage Share a Coke. Coca-Cola Freestyle fountain dispensers will also offer an option for sharing a little happiness this summer. Fans who have the Coca-Cola Freestyle app on their mobile phone can scan a QR code on the dispenser’s home screen, follow the prompts and send a friend a coupon for a free 20-oz. Coke.
“We’ve seen the excitement Share a Coke has elicited around the world, so we’re ecstatic to bring it to life here in the U.S. From baseball games and barbeques, birthday and pool parties, to beach trips and amusement park outings, we want to see how people Share a Coke, and we’re inviting them to share their stories with us in social media,” said Jennifer Healan, group director, integrated marketing content and design, Coca-Cola North America.
Consumers can use the campaign’s hashtag, #ShareaCoke, to celebrate stories, share photos and have a chance to be featured on Coca-Cola billboards across the country and ShareaCoke.com gallery. Beginning June 12, fans can experience the campaign online at www.shareacoke.com by personalizing virtual bottles and sharing them with friends across Facebook, tumblr, Twitter and Instagram. Website visitors also can find out which names are available in-stores. For those unable to find specific names on store shelves, Share a Coke will tour the nation with more than 500 stops where people can customize a Coca-Cola mini can (7.5-oz.) for themselves and a second can for someone special. ShareaCoke.com will provide date and location information for the cross-country tour.
The Share a Coke campaign will be supported through a nationwide advertising and marketing campaign. This includes a nine-week flight featuring all-new television commercials, cinema ads, social and digital engagement, interactive/digital billboards and experiential activations from coast to coast. For My Coke Rewards members, there are fun ways to earn points, get rewards and Share a Coke.
The Share a Coke program was first introduced in Australia in 2012. Since then, the company has helped people Share a Coke in over 50 countries around the world.