ampaign will include more names, which CCE says will mean over 80% of the population will be able to find their personalised pack in store, as well as a selection of nicknames.The campaign expects to exceed the impact seen last year, when the presence of 250 different names on special packs saw a sales increase of 10% on immediate consumption formats across the Coca-Cola portfolio.
Running until September, this year’s campaign will be more personal than 2013, introducing targeted take home PET bottles across the range with various names included such as ‘Mum’, ‘Dad,’ ‘Mate’ and ‘Bestie’.
Activity on www.shareacoke.com will allow consumers will be able to share a virtual bottle with friends or download personalised wallpapers for their computer desktop or mobile phone.
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.
Nick Canney, vice president sales & marketing at CCE, said: “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.”
