Coca-Cola updates 'Share a Coke' with oversized chair-shaped vending machine

Dive Brief:

For the fifth year in a row, Coca-Cola is bringing back its “Share a Coke” campaign, which is being pushed out across TV, radio, outdoor, cinema advertising, social and digital media and new experiences, according to a company blog post. One change this year is that the “Share a Coke” name labels on 20-ounce bottles peel off to reveal a Sip & Scan code for the chance to win a free Coke, amusement park passes, baseball tickets and other prizes.
Seven 20-ounce Coke products will feature more than 1,100 first and last names, and nicknames like “La Familia" and “A Champion" will appear on packages of Coke, Coke Life and Coke Zero Sugar. Products will also feature patriotic packaging. Consumers can purchase personalized 8-ounce bottles of Coca-Cola, Diet Coke and Coke Zero Sugar online at ShareaCoke.com, where fans can also customize bottles with two lines of text, personalize postcards that can shared online or downloaded and search to find their names in stores.
Coke is also unveiling the Share Chair, an oversized armchair and shareable vending machine. When two people sit together, personalized mini cans of Coca-Cola and Coke Zero are provided through the chair’s arms. A camera captures the moment and gives the visitors a photo and video to share on social media. The chair debuted at a stop of the FIFA World Cup Trophy Tour by Coca-Cola in Los Angeles and will appear at events throughout the summer, including BET Experience, Special Olympics USA Games and the Major League Baseball All Star Game in Washington, D.C.

Dive Insight:

The Share a Coke campaign has evolved a little every year since its inception, with this year's iteration taking advantage of several current marketing trends, including mobile scanning, experiential marketing and personalization.

Coca-Cola is beefing up the experiential factor for Share a Coke in an effort to enhance its brand through moments that consumers can celebrate and share. Focusing on the experience could give the beverage brand an edge with younger consumers. Gen Z and millennials appreciate opportunities to engage with their favorite brands on a deeper level, and may enjoy adding their own messages to Coke bottles and sharing them on social media. Gen Z often feels connected to brands that help them foster their identities, and 69% think brands should help them meet their goals, a PSFK study found.

The marketer is also adding elements of personalization with interactive packaging, social media postcards and the Share Chair. Giving consumers the chance to order personalized Coke bottles online is in line with the brand’s plans to boost its e-commerce presence, as online grocery sales are projected to make up 20% of all grocery sales by 2025, representing $100 billion, according to Food Dive, citing Nielsen and Food Marketing Institute data.

Coca-Cola has been working on its brand image and digital strategies over the past few months in an effort to stay relevant among younger consumers. Its Diet Coke brand got a refresh recently with new taller, slimmer cans, new flavors and an updated marketing strategy, and helped Coca-Cola’s drink volume grow 3% in Q1 2018.