Coca-Cola Gets Personal in Summer Program

ATLANTA -- Coca-Cola is inviting consumers to "Share a Coke" this summer. As part of the campaign, the locally based beverage company is personalizing the sharing experience by swapping out some of its iconic logos on 20-ounce bottles for 250 of the nation's most popular names among teens and Millennials.

Across the Coca-Cola portfolio –- Coke, Diet Coke and Coke Zero –- The Coca-Cola Co. is inviting people to find their name and the names of family, friends, colleagues or even the names of people they want to know better share the drink together.

"Coca-Cola has been bringing people together for 128 years to create moments of happiness," said Stuart Kronauge, senior vice president, sparkling brands, Coca-Cola North America. "Moments of happiness can define our lives. They can be grand or intimate, shared or personal, fleeting or even unassuming at times. We hope 'Share a Coke' creates occasions between people this summer where they can simply enjoy the moment."

In addition to first names featured on 20-ounce bottles, Coca-Cola, Diet Coke and Coke Zero logos will give way to group names like "Family" and "Friends" on 1.25- and 2-liter bottles, and 12-ounce cans will feature colloquial nicknames like "BFF," "Star," "Bestie," "Legend," "Grillmaster," "Buddy" and "Wingman."

Eight-ounce glass bottle carriers will also encourage consumers to "Share a Coke" and Coca-Cola Freestyle fountain dispensers will offer an option for sharing a little happiness this summer. Fans who have the Coca-Cola Freestyle app on their mobile phone can scan a QR code on the dispenser's home screen, follow the prompts and send a friend a coupon for a free 20-ounce Coke.

"We've seen the excitement 'Share a Coke' has elicited around the world, so we're ecstatic to bring it to life here in the U.S. From baseball games and barbeques, birthday and pool parties, to beach trips and amusement park outings, we want to see how people 'Share a Coke' and we're inviting them to share their stories with us on social media," said Jennifer Healan, group director, integrated marketing content and design, Coca-Cola North America.

Consumers will be able to share and experience the campaign online at www.shareacoke.com by personalizing virtual bottles and sharing them with friends across Facebook, tumblr, Twitter and Instagram. Website visitors also can find out which names are available in stores.

They can also use the campaign's hashtag, #ShareaCoke, to celebrate stories, share photos and have a chance to be featured on Coca-Cola billboards across the country and in the ShareaCoke.com gallery.

"Share a Coke" will also tour the nation with more than 500 stops where people can customize a Coca-Cola mini can (7.5 ounces) for themselves and a second can for someone special. ShareaCoke.com will provide date and location information for the cross-country tour.

The "Share a Coke" campaign will be supported through a nationwide advertising and marketing campaign. This includes a nine-week promotion featuring TV commercials, cinema ads, social and digital engagement, interactive/digital billboards and experiential activations from coast to coast.

The "Share a Coke" program was first introduced in Australia in 2012. Since then, the company has brought the campaign to more than 50 countries, including New Zealand, Argentina, Brazil, South Africa, Great Britain, Turkey, Germany, Spain and Chile.