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COCA-COLA’S SHARE A COKE CAMPAIGN RETURNS BIGGER AND EVEN BETTER FOR 2014

Coca-Cola has today announced that summer 2014 will see the return of its ‘Share a Coke’ campaign, following on from its huge success last year.

June 3 2014

COCA-COLA’S SHARE A COKE CAMPAIGN RETURNS BIGGER AND EVEN BETTER FOR 2014

Coca-Cola is bringing back its hugely successful ‘Share a Coke’ campaign for summer 2014 due to its success in 2013. One of the most talked about campaigns of last year, ‘Share a Coke’ returns bigger and even better including:

 

– More names meaning over 80% of the population will be able to find their personalised pack in store

– Selected nicknames also included on 500ml and 375ml bottles, as well as 330ml cans to make every pack shareable

– Exciting new marketing campaign will drive further consumer engagement

– New elements introduced building on feedback from customers designed to drive sales further

 

MORE NAMES

In response to consumer demand, a wider choice of over 1,000 names will see more shoppers than ever able to purchase personalised Coca-Cola products in store, reaching over 80% of the population.

 

The campaign aims to exceed the impact seen in 2013, when the presence of 250 different names on special packs saw a sales increase of 10%[1] on immediate consumption formats across the Coca-Cola portfolio.

 

DRIVING CONSUMER ENGAGEMENT

For 2014, Coca-Cola is making the campaign more personal than ever by introducing targeted take home PET bottles across Coca-Cola, Coke Zero and Diet Coke. These celebrate family by encouraging people to share with their parents through ‘Mum’ and ‘Dad,’ appearing on pack. 330ml cans will feature a selection of nicknames including ‘Mate’ and ‘Bestie’ making packs even more shareable than before.

 

With packs available to the trade from now and running until September, the promotion will be once again supported by extensive consumer marketing campaign that includes digital, TV, out of home and experiential activity.

 

A scaled digital launch will kick the campaign off on social media in early June and will be followed by activity on www.shareacoke.com where consumers will be able to share a virtual bottle with friends or download personalised wallpapers for their computer desktop or mobile phone. Consumers will also be able to also find where personalised bottles have already been found via the Name Dropper digital app that will bring together social media content using the campaign hashtag shareacoke along with the name that appears on the bottle.

 

Beginning on 17 July, the TV commercial entitled ‘Bobby’ follows one dog’s quest to find his personalised Coke bottle and has researched extremely positively with consumers.

 

For those who still can’t find their name on shelves, an online personalisation site with more than 500,000 names to choose from will open in July. This offers consumers the chance to purchase Coca-Cola glass bottles featuring their own, their friends and their families’ names.

 

There will also be chances for consumers to get personalised products at pop up events in major cities across the region and in store via the shopper activation which will allow consumers to instantly print labels featuring their surname on Coca-Cola or Coke Zero sharing bottles.

 

BUILDING ON CUSTOMER FEEDBACK

In response to feedback from retailers, CCE is providing its customers with improved new display solutions that make it easier to display the personalised packs to help maximise sales. These include transparent dump bins in which bottles can be clearly displayed to help make it easier for shoppers to locate the specific personalised bottles they want.

 

Also new for 2014, ‘Share a Coke’ will feature on 500ml £1 price marked packs across the Coca-Cola portfolio, the best-selling 500ml range in Independents & Symbols[2].

 

Nick Canney VP Sales & Marketing at Coca-Cola Enterprises (CCE), said: "We’re delighted to announce the return of one of the most talked about campaigns of 2013. ‘Share a Coke’ in 2014 will be bigger and better as a result of listening to and acting on feedback from customers, shoppers and consumers alike.

 

"Last year’s campaign drove value and volume sales across Immediate Consumption Coca-Cola formats[3] and this year’s plans are similarly designed to drive category growth. We’d recommend retailers stock up on the promotional packs over the summer months to take advantage of what is sure to be another much-publicised campaign and a unique sales opportunity."

[1] Nielsen Tot CoverageVol & Value Share vs YA (period between April and August)

[2] Nielsen MAT Independent & Symbols w/e 4.4.14

[3] [3] Nielsen Tot CoverageVol & Value Share vs YA (period between April and August)

 

ENDS

 

Notes to Editors:

 

About Coca-Cola Enterprises:

 

Coca-Cola Enterprises, Inc. is one of the world’s largest independent Coca-Cola bottlers. CCE is the sole licensed bottler for products of The Coca-Cola Company (TCCC) in Belgium, continental France, Great Britain, Luxembourg, Monaco, the Netherlands, Norway, and Sweden.

In Great Britain (GB) Coca-Cola Enterprises Ltd (CCE) employs some 4,000 people across England, Scotland and Wales at manufacturing sites, offices and depots.

 

CCE is committed to minimising the environmental impact of its products and operations, with a particular focus on sustainable packaging, water stewardship, and energy and climate protection.

 

CCE makes, sells and delivers the following products in GB for The Coca-Cola Company (TCCC): Coca-Cola, diet Coke, Coke Zero, Fanta, Dr Pepper, Sprite, Schweppes, Schweppes Abbey Well, glacéau, Relentless, Powerade, Oasis and 5 Alive. CCE in GB also makes, sells or delivers Monster, Appletiser and Capri-Sun