Coke Look To Strike Up Social Sharing With Personalised Bottles

In Customer Engagement, Featured on App, Marketing and Sales, Social media by Vaughn Highfield

Coke Look To Strike Up Social Sharing With Personalised Bottles

Coca-Cola's Coke and Diet Coke drinks will be getting a different look this summer as they aim to inspire customers to "share a Coke with" a friend, in a way that one might share a Facebook status or retweet an amusing Tweet.

The campaign, which apes the marketing moves made by the Australian, New Zealand and North American teams, sees 100 million packs of 375ml and 500ml PET bottles of Coke, Diet Coke and Coke Zero emblazoned with 150 of the UK's most popular names.

If you've got a more unusual name, such as mine, you can mosey on over to the Share A Coke Facebook app and create a virtual can with your name on – just so you don't feel left out.

Cheekily, Coca-Cola haven't put a big marketing campaign behind the move as they are encouraging users to share organically as they tell others about their ‘discovery', prompting them to use the hashtag #ShareACoke in the process.

The move comes as Coca-Cola look to boost sales in the first quarter due to poor weather and and a slight lag towards the end of the 2012 financial year.

"I think the measure of success for us with this summer's campaign is how we excite our core consumer, create interest in the brand and drive value and volume," said Jon Woods, Coca-Cola's managing director of Britain and Ireland.

As Diet Coke now makes up 45 per cent of Coke sales in the UK, 80 per cent of all Diet Coke and Coke Zero bottles will be personalised while the rest will just have generic "Share A Coke with…" either "Friends", "Family" or "Everyone".

Do you think this is a smart marketing move by Coca-Cola?

Will it actually encourage people to buy more Coke products and engage with the brand?

Let us know by leaving a comment below with your thoughts.


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