Coca-Cola European Partners (CCEP) is bringing back its award-winning Share A Coke campaign this month, with a summer twist that will see the iconic label replaced with the names of the world’s top holiday destinations.
From May 10 until Jul 9, the labels across Coca-Cola, Coca-Cola Zero Sugar and Diet Coke will feature names of famous cities to exotic beaches, designed to remind consumers of the refreshment and great taste that only an ice-cold Coke can bring on a hot summer day.
Consumers purchasing a destination-themed Coke could also win a vacation to a dream holiday hotspot. Destinations include 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.
Simon Harrison, operational marketing director at CCEP GB, said: “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 GB 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.”
The on-pack promotion and packaging will be supported by a £10m marketing campaign that includes TVC, digital OOH, social media, PR and influencer campaign.
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.