Coca-Cola Great Britain is bringing back its award-winning Share A Coke campaign.
Launching this May, the iconic 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.
Those purchasing a destination-themed Coke could win a vacation to a 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 10 May until 9 July.
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 sees Coca-Cola build on its legacy of uplifting adverts, with a family who are all equally impressed by the handsome pool boy. In the ad, they all race to serve him an ice-cold glass bottle of Coca-Cola on a hot summer day but they’re beaten by one surprising family member. The ad launches at scale on TV, in cinema and online from the 19 May.
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.
Aedamar Howlett, Marketing Director at Coca-Cola Great Britain 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 the UK 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. To support the iconic packs, we will be significantly in a multi-channel marketing campaign which includes our biggest sampling drive yet, an extensive digital campaign, a new TV creative, outdoor and PR.”
The campaign will feature across a number of countries in Europe and will kick off in the UK in May.
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