beverages

Coke Expanding 'Share A Coke' For Summer 2015

Given the success of Coca-Cola's 'Share A Coke' program in the U.S. last summer, it would have been very surprising if the company had chosen not to bring it back for an encore this summer.

And sure enough, the plan calls for an expanded return. This time, the number of popular U.S. first names on bottles will be blown out to at least triple the 250 offered last year, and they'll be featured not only on 20-ounce bottles of Coke, Diet Coke and Coke Zero, but on other package formats as well, according to a source "close to the company" cited by Advertising Age

Last year, the campaign, which included engagement elements like the ability to create virtual personalized bottles and share them on various social media channels, not only generated huge volumes of social sharing and buzz; it was credited with enabling the Coca-Cola brand to realize positive sales volume for the first time in 14 years. 

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Share A Coke — which launched in Australia in 2012 and rolled out in Europe, the Middle East, Africa and South America before its debut in the U.S. — also helped Coca-Cola bump Unilever to be named the world's most effective global marketer in this year's Effie Effectiveness Index, and hold onto its title as the world's most effective brand for the third year in a row.

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