Coca-Cola’s successful off-trade marketing campaign that puts people’s names on bottles is returning to bars, pubs and clubs.
Coca-Cola Enterprises (CCE) is running the “Share a Coke” campaign until September, replacing the logo with “Mate” on original Coke bottles, “Bestie” on Diet Coke bottles and “Dude” on Coke Zero bottles.
While not carrying names, CCE expects the special 330ml bottles to encourage consumers to buy drinks for their friends and family in on-premise outlets.
It is supported by dedicated point-of-sale kits to build interest, some of which will include scratch cards offering consumers the chance to win a set of six personalised bottles to share with family and friends.
The latest “Share a Coke” campaign includes a TV ad and large-scale out-of-home and digital advertising.
A collaboration with Channel 4 will see users of its 4OD on-demand service presented with a 10-second bespoke spot, featuring the Channel 4 logo transforming into a bottle of Coca-Cola which has been individually personalised with the viewer’s name.
Wes McKenna, sales director, cold, at CCE, said: “Share a Coke has captured the imagination of consumers across Great Britain and bringing it back to the on-trade is an exciting opportunity for licensees this summer.
“Our research has told us that the 330ml Coca-Cola glass bottle is the preferred cola format for consumers in a number of key licensed environments and bringing ‘Share a Coke’ to these packs promises to help drive sales for licensees throughout the summer.”
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