Coca-Cola Australia adds new e-commerce site as part of ‘most inclusive’ Share a Coke campaign
Coca-Cola Australia has expanded its personalisation offering as part of the latest Share A Coke campaign, in an effort to be more inclusive to consumers from different backgrounds.
The refreshed campaign features hundreds of popular first names from a variety of different cultures on bottles and cans, as well as more than 1000 surnames on its 1.25L bottles.
For the first time, the Share A Coke campaign includes a new e-commerce site which allows consumers to personalise their own limited-edition glass Coke bottle.
Customers can type in whatever name they want within 14 characters, preview their customised bottle, and order for delivery at a cost of $5 or avail of free delivery on four or more bottles.
Lucie Austin, marketing Director of Coca-Cola South Pacific, told Inside FMCG that the aim is to make sure everyone can be a part of the campaign.
“The e-commerce store is one of the keys to ensuring many more Aussies have the chance to get a personalized bottle of Coke this summer regardless of how unusual their name is. So if they can’t find it in-store they can have one specially made for them,” Austin said.
The customised glass bottle, available in classic, no sugar and diet, is at a higher price point of $7. A gift box can also be added for $3, tapping into demand for personalised gifts in the lead up to Christmas.
Austin said the higher price point on the bottle is due to a “more premium pack format”.
“Consumers can decide if they enjoy it for a special occasion or if they keep it as a gift or a keepsake,” she said.
Personalisation has been a key part of Coca-Cola’s strategy, since the hugely popular campaign first kicked off nearly a decade ago. Austin said people don’t forget seeing their name on a Coke for the first time.
“There is something special about it and it is definitely one of the keys to the continued global success of Share A Coke which has been part of Coke plans in over 70 markets,” she said.
The soft drinks giant is using pop-up kiosks at major shopping centres around Australia’s major cities, to allow consumers to personalise their own cans.
Running until the end of February, the campaign will be across large format billboards and digital out-of-home, with a new TVC and extensive social, online video, cinema, experiential, sponsorship and influencer activity.