New “Share a Coke” campaign seems a bit flat

Working in PR, I obviously take quite an interest in what’s going on in the industry. In fact, I probably enjoy my regular email updates from PR Week a little more than I should. And this week has been no different.

One story that really grabbed my attention was the new “Share a Coke” campaign by CocaCola.

We all remember in 2014 when it launched its bottles with names on, leaving us rifling through the shelves trying to find our own personal bottles.

I’m not one for drinking fizzy drinks, yet even I found myself partaking in this activity. In fact, I got so carried away with this campaign that I found myself (and my family members) buying bottles with any of our names on it and presenting them to each other.

And when my gran found me a bottle with the spelling “Emilie” (the unofficial spelling of my name), I was so thrilled that I gave the contents of the bottle to a friend just so I could now have the empty bottle as my trophy.

So I was very excited when I heard that this year, they’re launching a new “Share a Coke” campaign.

Starting next month, we will see shelves stacked with bottles with 75 different holiday destination names on the packaging, including Hawaii, Bali, Ibiza, Miami and Barbados.

Every bottle will have a unique code on the back, giving each customer the chance to win a holiday for four to these destinations, with a winner being announced every day from 10th May to 9th July.

But this is where my disappointment kicked in.

Just as I was preparing myself for an exciting, foraging expedition to find a bottle with “Hawaii” on it, Coca Cola’s press office informed me that actually it doesn’t matter which bottle you choose – you are not restricted to the destination on the packaging, and can just pick your destination from any of the 75 destinations online.

Suddenly I lost all interest in the campaign – it officially makes no difference if you pick out your dream holiday destination, or somewhere that you have absolutely no interest in visiting whatsoever

I can’t help but feel that they’ve missed a trick here, and that this only takes the fun out of the it. In fact, I’m questioning whether having the destinations on the packaging makes any difference at all. Surely having the codes on the back of the usual packaging would have similar results?

I’m not saying that this campaign won’t be successful, I have no doubt that it will be. But I can safely say that I will only be observing it from the side-lines.

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