Coca-Cola’s hugely successful Share a Coke campaign is back, with this year’s campaign swapping out the logos on Coca-Cola, Coca-Cola Zero Sugar and Diet Coke bottles with those of summer holiday destinations.
The drinks brand is hoping to drive the connection between a cold bottle of the fizzy drink with the summer period, with labels displaying the names of cities and destinations such as Hawaii, Bali, Ibiza and Miami.
Aedamar Howlett, marketing director at Coca-Cola Great Britain said: “Share A Coke was a global phenomenon which took product personalisation to the next level. The 2014 campaign earned a number of awards and mass-scale engagement with our customers online and in-store. This year, we are building on its success by reminding people in the UK why Coke makes summer more special; while giving them the opportunity to share a Coke with loved ones in some of the most desirable locations across the world.”
The promotion will be supported by a “significant” marketing campaign that includes TVC, digital OOH, social media, PR and influencer campaign.
Coca-Cola said it will also undertake its biggest UK sampling activation ever, giving away 11 million 150ml samples of Coca-Cola Zero Sugar in cities and festivals throughout the UK.
The drinks giant will be hoping the campaign, combined with a soon to be rolled out summer TV ad, will give it a much needed boost as it continues the roll out of a number of different strategies to turn around flagging sales. Last month Coca-Cola announced that from 1 May it will combine its global marketing, customer and commercial leadership under the newly created 'chief growth officer role' amid several other senior leadership appointments, when president and chief operational officer, James Quincey, becomes the company’s new chief executive.
It will also ditch its unsuccessful Coke Life brand in June, which has failed to grow since 2000. The company has missed its own 3 to 4% annual volume growth target since 2013. In 2016, net revenues declined 6% for the fourth quarter and 5% for the full year.
The original Share a Coke push launched in 2013 and was wildly popular, driving their declining sales up over the 2014/2015 period. It returned last year with song lyrics of catchy tunes.
The campaign will feature across a number of countries in Europe and will kick off in the UK in May.