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Coke boss salutes 'brave' personalised bottle campaign

It was "a brave move to replace the world's most iconic brand with 150 names," said Coca-Cola GB and Ireland managing director Jon Woods, after today unveiling Coke's biggest-ever summer campaign.

Coca-Cola: unveils its summer Share A Coke campaign

Coca-Cola: unveils its summer Share A Coke campaign

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Britain’s biggest FMCG brand will this week begin its ‘Share A Coke’ campaign, which will replace the Coke branding with consumer names on one side of the bottle, as it seeks to drive up personalisation of the brand.

The ‘Share A Coke’ campaign will see bottles displaying 150 of the most popular names in the UK stocked on shelves nationwide, with names ranging from Aaron to Zoe.

Between now and August, Coke is putting 100 million bottles on the market under its ’Share A Coke" banner.

Woods said: "It is a brave move to replace the world’s most iconic brand with 150 names. It will drive huge buzz and drive engagement. No other brand has gone to this scale of personalisation."

The idea has been taken from Coke Australia's similar campaign last year, which Woods said "worked really well".

He said: "It is the first time we have run anything like it in Europe."

The campaign will run across individual 375ml and 500ml bottles of Coke, Diet Coke and Coke Zero. There are no plans to branch it out to other Coke-owned brands such as Powerade.

It will also engage with those who are unable to find their names on pack, by allowing them to create their own virtual personalised Coke cans to share with friends.

There will also be a TV campaign starting on 11 May, which will feature teenagers and young adults sharing stories about "people who they admire, respect or have been inspired by."

The campaign will be supported by outdoor ads and promotion through social media channels.

This article was first published on marketingmagazine.co.uk

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