Coca-Cola is bringing back its hugely successful ‘Share a Coke’ campaign this summer, which will see over 1,000 names appear on packs of Coca-Cola, Diet Coke and Coca-Cola Zero across the UK.
The drinks giant said it has made the campaign "more personal than ever" by encouraging people to share large bottles with parents, with ‘Mum’ and ‘Dad,’ appearing on pack, along with nicknames including ‘Mate’ and ‘Friends’ on 330ml cans.
TV ads for the campaign will introduce ‘Bobby’, a dog on quest to find his personalised Coke bottle, and will air on digital platforms from next week and on TV and out-of-home on 17 July, featuring UK band the Ting Ting’s, “That’s Not My Name’.
“We were overwhelmed by the reception our consumers gave Share a Coke last year,” said Bobby Brittain, marketing strategy and activation director, Coca-Cola Great Britain.
“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. A lot of the interaction we got focused on the search for their name so this year we’ve made the campaign bigger, to ensure that thousands more people can join the fun of the hunt to find their name and those they love.”
Through an integrated marketing campaign, which includes outdoor, TVC, digital and experiential activity, consumers can share a virtual bottle with friends or download personalised wallpapers for their desktop or mobile phone before the campaign launches, and head to an online personalisation site with more than 500,000 names to choose from later in the summer.
R/GA London carried out the digital work on the campaign.
There will also be chances to get personalised products at pop-up events in major cities and in store via shopper activation which will allow consumers to instantly print labels featuring their surname on Coca-Cola or Coke Zero sharing bottles.
Consumers can also track down bottles as they are found via the Name Dropper digital app which will aggregate social media content using the campaign hashtag #shareacoke along with the name that appears on the bottle.
Last month Coca-Cola's VP of global design James Sommerville spoke to The Drum about the thought process behind the visual identity for its World's Cup campaign.