Coca-Cola European Partners (CCEP) is bringing back its award-winning Share A Coke campaign – but this with a summer twist. Launching this May, the 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.
From famous cities to exotic beaches, the limited-edition packs are designed to remind consumers of the refreshment an ice-cold Coke can bring on a hot summer day. And those purchasing a destination-themed Coke could also win an unforgettable vacation to a dream holiday hotspot. With destinations including Hawaii, Bali, Ibiza and Miami, consumers can take part in the promotion by entering a unique code found on pack at coke.co.uk/summer. Winners will win a dream holiday for four to the destination of their choice and there will be a winner drawn every day during an eight week period from May 10 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.
The new summer TV commercial, called Pool Boy (see below), launches on TV, in cinema and online from the May 19. It’s already one of the brand’s most popular TVCs to date, achieving over 3.5m views on Youtube in just three weeks.
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.
Simon Harrison, operational marketing director at CCEP GB said: “Share A Coke was a global phenomenon which took product personalisation to the next level. To support the packs, we will be investing £10m in marketing which includes our biggest sampling drive yet, an extensive digital campaign, a new TV creative, outdoor and PR.”