Coca-Cola Enterprises is promising to put 1,000 shopper names on soft drink packs with the return of its ‘Share a Coke’ campaign, four times the amount that featured in last year’s scheme.
The firm will once again introduce personalised packs of Coca-Cola, Diet Coke and Coke Zero, claiming that more than 80% of the population will be able to find their names on cans and bottles this time around.
A number of 500ml and 375ml bottles and 330ml cans will also feature nicknames such as ‘Mate’ and ‘Bestie’, while large bottles will also feature ‘Mum’ and ‘Dad’ labels. The limited edition packs will be on sale until September.
[pull_quote_right] Share a Coke in 2014 will be bigger and better as a result of listening to and acting on feedback from customers, shoppers and consumers alike [/pull_quote_right]
Nick Canney, VP sales and marketing at CCE, is confident the improvements will help the firm exceed a 10% growth in its soft drink sales recorded during the 2013 campaign.
He said: “Share a Coke in 2014 will be bigger and better as a result of listening to and acting on feedback from customers, shoppers and consumers alike.
“Last year’s campaign drove value and volume sales, and this year’s plans are similarly designed to drive category growth.”
CCE is supporting the launch with digital marketing and TV ads on air from 17 July, which will feature a dog called Bobby trying to find his personalised Coke pack.
Updated PoS material will also be available for retailers, which includes transparent dump bins to make it easier for shoppers to pick out their name.