Update: Coke chooses another 50 names.
Coca-Cola is putting people’s names on its bottles and cans for the first time in its history as part of its ‘Share a Coke’ campaign in the run-up to Christmas.
Australians can pick up a personalised bottle or can at a supermarket, or get their name printed on a can of Coke for free at one of 18 Westfield Shopping Centres.
At select outdoor sites, such as Kings Cross in Sydney, the names of passers-by will be projected on to the billboard via SMS.
People will also be able to download one of 150 ‘name songs’, produced in partnership with Southern Cross Austereo. The songs can be chosen via a Coke Facebook page.
A competition element gives consumers the chance to win four $50,000 cash prizes.
According to the fizzy drinks brand, the campaign will “act as an invitation for consumers to share a bottle or can with someone they know, or want to know.”
TV ads, created by Ogilvy, are to air on Sunday around the NRL footy finals.
“We are using the power of the first name in a playful and social way to remind people of those in their lives they may have lost touch with or have yet toconnect with,” said Lucie Austin, marketing director, Coca-cola South Pacific. “We’ve put names on Coca-Cola bottles so consumers will have fun finding their friends’ and family members’ names and then enjoy sharing a Coke together.”
Communications Strategy: Naked
Digital / Social media: Wunderman
PR: One Green Bean