Coca-Cola has launched a second phase of its popular “Share a Coke” campaign, asking consumers to vote on an additional 50 names to feature on the iconic bottles.
The summer marketing campaign involving personalised names on bottles launched in September, marking the first time the company had changed its packaging in 125 years. The campaign, which is exclusive to Australia, originally came out with 150 names on Coke bottles.
The second phase of the campaign rolled out today on Facebook, allowing Australians to nominate different names they want to see on Coke bottles.
Coca-Cola South Pacific marketing director Lucie Austin said: “The wave of positive response from consumers and their interactions with the campaign has far exceeded our expectations. We’ve received a tremendous amount of requests for specific names to be included in the campaign, and we’d love to deliver on all but it’s seemingly impossible to choose. Who better to help us make the decisions than the consumers themselves, so we’re asking them to nominate names and vote.”
The nomination phase will extend to 24 November. A shortlist for public vote will be released on 6-14 December. The final 50 names will be announced in mid De3cember, with the selected names reaching shelves in early January.
The second phase will see extensive online and outdoor activity.
According to the company, phase one of the campaign has been a success. Austin said: “In just under seven weeks, the first phase of the campaign has seen over 62,000 virtual cans of COKE created with 56,200 of them being shared, generating over 1.7 million newsfeed impressions. An incredible 126,000 consumers have had custom named cans created for them at our Westfield kiosks, we’ve experienced a 20% increase in Facebook fans since the launch of the campaign, and we’ve seen 28,000 Facebook posts about the campaign alone.
“So, it’s official, we’re launching a second phase and we’re really excited to see what Australia has to say.”
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