Dream destinations on Coca-Cola labels
Coca-Cola is repeating its “Share a Coke” campaign. This summer the logo on packaging will be replaced by 74 holiday destinations. From Barcelona to Cape Town and from Ibiza to the Bahamas. Coca-Cola: “Whether it is a capitol or a tropical beach, the packaging reminds the consumer this summer that only an ice cold Coca-Cola will refresh you on a hot summer´s day.” From May to August consumers who buy a Coca-Cola with this summer theme have a chance to win a trip to one of these dream destinations.
The summer campaign is part of the “Taste the Feeling” campaign which was initiated last year and revolves, according to the company, around the concept that drinking Coca-Cola is “an indulgence which makes something special out of everyday moments.” The new “Share a Coke in…” campaign is running in 14 markets, among which Belgium, Germany, France, the UK, Italy and Spain. It will be available between 1 May until 31 August. Coca-Cola calls it a significant marketing campaign and gives the following facts and figures:
In the Netherlands more than 160 million items with 74 different holiday destinations will be released. The names will appear on the 250ml cans, the 330ml cans, the 500ml PET bottles, the 1.5 liter PET bottles and the 1.75 liter PET bottles. The 200 ml glass bottles used in bars and restaurants will also be part of the campaign.
Every one of these items will have a unique pincode. These can be entered on the campaign website where consumers have a chance to win a holiday in one of these 74 destinations such as Hawaii and Zanzibar. There is a total of 40 trips for two persons to be given away.
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