Bottles of Coke will be labeled with 150 of the UK's most popular given names. This 'Share a Coke' campaign is designed to increase brand involvement and generate excitement. 'If you walk into a store to pick something up at lunchtime and there’s your name on a bottle, it’s special because it’s there at that moment you buy', explains a Coke executive.
Coke has established the #ShareACoke hashtag to encourage UK consumers to tweet about their experience. Its Great Britain Twitter account currently has 5,200 followers, by the way. Coke is also planning an integrated campaign of digital and non-digital media to promote 'Share a Coke'--reportedly to make an even bigger impact than last summer's Olympic-themed ads.
In all, 100 million Coke bottles will carry given names instead of the brand name. And if your name doesn't appear on a bottle, you'll be able to create a virtual version online. No matter what name is on the label, the product will be instantly recognisable as Coke because of the colors and the distinctive design.
