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Coca-Cola’s new campaign focuses on special moments

BY Gisselle Gaitan

In the spirit of its “Share a Coke” campaign, Coca-Cola is focusing its 2018 campaign on special moments.

The company announced that it will be rewarding consumers for the simple act of sharing by having name labels on 20-oz. bottles as stickers, which can be peeled off to reveal the Coca-Cola Sip and Scan code that unlocks chances to win such prizes as a free coke, to amusement park passes and baseball tickets.

“‘Share a Coke’ has become a rite of summer for our fans,” Jaideep Kibe, vice president of the Coca-Cola Trademark at Coca-Cola North America, said. “The campaign’s annual return is a social marker on the calendar, as we welcome new adventures, new friendships and new memories. This year, we’re focusing on the role Coca-Cola plays in the special summer moments we share with others. We wanted to tap into the meaning behind shared experiences more so than just names.”

This summer, the company also will be launching the Share Chair, which is an oversized armchair that doubles as a “shareable” vending machine. When two people sit together, personalized mini cans of Coca-Cola and Coke Zero are dispensed through the arm’s chair. A strategically placed camera also captures the moment, which can then be shared on social media, the company said.

“This program is not about the size and power of Coke,” Kibe said. “It’s about the intimacy and proximity of Coke, and the meaning behind every time you share a Coke.”

The chair will be traveling to marquee summer events including the BET Experience in L.A., Special Olympics USA Games and the Major League Baseball All-Star Game in Washington, D.C.

In addition, more than 1,100 first and last names are to be featured on 20-oz. bottles of seven of the brand’s products — Diet Coke, Coca-Cola Zero Sugar, Coca-Cola Life, Cherry Coke, Vanilla Coke and Cherry Coke Zero — along with such nicknames as “La Familia”, “A Champion”, “My Best Friend”, “An MVP”, and “Your Squad” appearing on Coke, Coke Life and Coke Zero Sugar packages.

Personalized 8-oz. glass bottles of Coca-Cola, Diet Coke and Coke Zero Sugar can be purchased on Share a Coke’s website, along with the chance to customize bottles with two lines of text, share “social postcards” with friends and family and search for their name in stores.

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