Coca-Cola recently launched its “biggest ever” summer campaign, replacing its branding with 150 of the UK’s most popular names across 100 million packs, in an attempt to reverse a period of slow sales growth and drive positive uplift in to brand perception.
The personalised packs - which appear on individual 375ml and 500ml PET bottles of Coca-Cola, Diet Coke and Coke Zero - were distributed to stores with little media support as the brand looked to drive intrigue around the campaign. The on-pack creative also features the hashtag #ShareACoke, encouraging people to tell their friends about their discovery online.
And...it's actually working!!!
The Coca Cola section of every shop fridge is a mess whilst the Fanta's, Tango's and Dr Peppers sit perfectly positioned. People are literally scrambling through them to find theirs or a friends name.
Plus, people are talking about it everywhere on Twitter and Facebook. Admittedly a lot of those people are saying negative things such as "I wonder when people will stop getting so excited by a bottle of coke with their name on it..." but the main thing is they are still talking about it. Which means Coke are getting free advertising. People are taking pictures of their products and posting them all over the internet. What other brand can say that?
Genius idea?
No.
At the end of the day it is just someone's name on a bottle. A standard idea that anyone could have thought of. Yet they made it happen. During a time where sharing and social media is so prevalent in society they went and threw out the most sharable thing possible. That IS genius.
Anyway I'm off to buy a bottle of Fanta Fruit Twist that hasn't been fingered by hundreds of people.
#ShareAFanta
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