Brief:

• Coca-Cola this summer will give people a chance to win more than 150,000 prizes by using their smartphone cameras to scan a "Sip & Scan" icon on cans and bottles of Coke, Coke Zero Sugar or Coke Flavors, according to a company announcement shared with Mobile Marketer. The brand's first new summer campaign in six years adds the word "Enjoy" to its packaging, temporarily replacing the "Share a Coke" labels that include people's first names, last names and other wording.
• The prizes include tickets for concerts, movies, amusement parks and baseball games, along with a chance to meet members of the U.S. Women's National Team (USWNT) after the FIFA Women's World Cup soccer tournament or to light fireworks at a NASCAR race.
• Labels on 20-ounce bottles of Coke and Coke Zero Sugar will have peel-away wristbands with six different summer-themed designs, such as popsicles or hot dogs. The "Enjoy Coca-Cola" campaign will include ads on TV, cinema, social, digital, in-store, outdoor and radio starting later this month.

Insight:

Coca-Cola's "Enjoy" campaign targets a younger generation of consumers who are seeking original experiences, such as summer vacations, that they can photograph with their smartphones and share on social media. But summertime isn't all fun and games. "Even though summer is this amazing, anything's-possible time of year filled with adventures and new discoveries, the season can bring stress and anxiety for many people who continue to juggle life's responsibilities and pressures," Oana Vlad, brand director at Coca-Cola, said in a statement. The beverage giant aims to make summer more enjoyable with refreshing drinks during the nation's hottest time of year.

This year's summer promotion showcases the U.S. Women's National Team that will play next month in the FIFA Women's World Cup in France. The tournament is likely to see bigger U.S. audiences than last year's World Cup, which didn't include the U.S. men's team. Coca-Cola's promotion of the women's team includes putting its crest on more than 14 kinds of packaging. Consumers can win one of 5,000 bracelets made from red nets used at this year's SheBelieves Cup by scanning an "I Believe" wristband from 20-ounce bottles, visiting a Kroger store or attending a match before the team leaves for France.

Coca-Cola has been a pioneer in transforming its packaging into interactive experiences. As early as 2011, its German subsidiary created cans with scannable codes to see music videos and learn about pop-up gigs from the Coke Music Portal. Two years ago, Coca-Cola Romania and ad agency McCann Bucharest created the first detachable bottle labels that doubled as wristbands for music events such as Transylvania's Untold Festival. McCann said the campaign reached 75% of Romanian teens and boosted sales by 11%, per Adweek, signaling that this summer's U.S. effort could be successful in driving sales and positive brand awareness.