'Share a Coke' to Return, But Bigger
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File this one under why-mess-with-success: Coke is bringing back its “Share a Coke” program after a successful run last year in which people scooped up bottles in search of their own or a friend’s name on the label. This summer, the brand will extend the program to include more names and to cover more package sizes and formats, according to a person close to the company familiar with the matter.
Last year, the marketer used the 250 most popular first names among teens and millennials and the program was limited to 20 oz bottles. Additionally, colloquial phrases were put on on cans, such as “superstar” and “bff.” This year, the number of names used is expected to at least triple.
The program debuted in Australia in 2011 and was taken to other international markets.
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