Coca-Cola is rolling out seasonal versions of Share a Coke packaging as a key part of its holidays marketing campaign.
For a limited time, names and sayings including "Santa,” “Secret Santa," "Someone Nice," "Someone Naughty," "Under the Mistletoe" and "Elves" will be featured on glass and PET bottles and cans and multi-packs. Aluminum bottles will feature reindeer names ("Dasher & Dancer," "Prancer & Vixen" and "Comet & Cupid").
In addition, Share a Coke is adding a graphic element: One of the brand's familiar images of Santa Claus, from artist Haddon Sundblom, will also appear on some packaging.
Glass bottles bearing the holiday messages or customized with names are, of course, being sold on ShareaCoke.com. And Coca-Cola's Freestyle fountain dispensers in restaurants and other venues are tying in with Share a Coke by featuring a special soda mix called "Secret Santa."
On the digital front, the brand will be running social and digital campaigns that encourage fans to use a special Facebook app to determine (and share) whether they’ve been “Someone Naughty” or “Someone Nice” this year.
All of which is part of Coke's broader, returning "Make Someone Happy" holidays campaign, including re-airing of the brand's 2014 60-second TV ad featuring Jimmy Durante's rendition of that song.
Other campaign elements include a radio takeover across partnering stations, print, out-of-home, point of sale, Delta in-flight promotion and mall advertising.
This year, the Coca-Cola Holiday Caravan — five trucks lit up with red and white lights — will make stops in 90 cities across the country through Dec. 20.