Coca-Cola Europe is bringing back its award-winning Share A Coke campaign but with a summer twist – instead of personal names or messages, as in previous campaigns, the iconic logo on bottles of Coca-Cola, Coca-Cola Zero Sugar and Diet Coke will be replaced by the names of the world’s top holiday destinations.
Anyone buying a destination-themed Coke will win also have the chance to win a holiday for four to a destination of their choice by entering a unique code found on pack at www.coke.co.uk/summer. There will be a winner drawn every day during the eight weeks from May 10 2017 until July 9.
The on-pack promotion and iconic packaging design will be supported by a significant marketing campaign that includes TVC, digital OOH, social media, PR and influencer campaign.
A new summer TV commercial called Pool Boy features a brother and sister who are all equally impressed by a handsome pool boy. They battle it out in an obstacle-filled race through the house to serve him an ice-cold glass bottle of Coca-Cola on a hot summer day, but are beaten by their mother. The ad has already been released on YouTube, where it has achieved nearly 4 million views. It was created by Buenos Aires agency Santos.
The ad launches on UK TV, in cinema and online from the 19 May. Coca-Cola 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.
Aedamar Howlett, Marketing Director at Coca-Cola Great Britain says: “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. To support the iconic packs, we will be significantly in a multi-channel marketing campaign which includes our biggest sampling drive yet, an extensive digital campaign, a new TV creative, outdoor and PR.”
The campaign will run in a number of countries in Europe later this year.
Sugar and Diet Coke will feature names of 75 famous cities and exotic beaches on their labels including dream destinations like Bali, Hawaii and Miami.