Coca-Cola Enterprises aims to snare sales again

Retailers are poised to cash in on more soft drink sales as, Coca-Cola’s ‘Share a Coke’ campaign one of the most talked about campaigns of last year, returns for the summer.

Campaign info

• More than 80% of the population will be able to find their personalised pack in-store
• Selected nicknames will be included
• Exclusive PMPs available to the independent sector

Coca-Cola Enterprises has brought back its ‘Share a Coke’ campaign, which labels bottles of Coca-Cola, Diet Coke and Coke Zero with consumers’ names, on an even bigger scale. In response to consumer demand, a wider choice of more than 1,000 names will be available and family names and nicknames, such as ‘Mum’, ‘Dad’ ‘Bestie’ and ‘Dude’ will appear on the 500ml and 375ml bottles, as well as 330ml cans to make every pack shareable.

Promotional packs are available now until September and are being backed by an extensive consumer marketing campaign that includes digital, TV, out of home and experiential activity.

To help retailers, CCE is providing improved display solutions, such as transparent dumpbins, that make it easier to stock the personalised packs and maximise sales. Independent retailers and symbol groups will also be able to buy 500ml £1 price-marked packs across the range.

Nick Canney CCE VP sales & marketing, said this year’s Share a Coke is expected to exceed the 2013 campaign which resulted in a 10% sales increase on immediate consumption formats across the portfolio. 

“Last year’s campaign drove value and volume sales across immediate consumption Coca-Cola formats and this year’s plans are similarly designed to drive category growth,” he said. 

“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.”

Last year the Share a Coke campaign increased sales by 10%.