Coca-Cola’s new campaign focuses on special moments
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.
Coffee-Mate goes the cold brew route
Coffee-Mate is venturing slightly beyond the world of creamers by introducing its first ready-to-drink line of cold brew coffee.
The Coffee-Mate natural bliss Cold Brew Coffee line is made with natural, high quality and fully recognizable ingredients that come in sweet cream and mocha flavors.
“Cold brew consumption has risen 80% in the last year and we saw a great opportunity to expand our product portfolio into the ready-to-drink space to further meet consumer demands and lifestyles,” Avantika Chakravorty, manager of marketing for ready-to-drink coffee, said. “We first introduced our Cold Brew Coffee to the West Coast last year to great success and are looking forward to sharing it with consumers nationwide. Increased consumer demand partnered with our all-natural ingredient list gives consumers the premium coffeehouse experience they can enjoy anywhere.”
The Arlington, V.A.-based company’s cold brew is crafted with 100% Arabica Beans, that are slowly steeped in cool water for 12 hours for a smooth taste. The mocha offering contains sea salt and cocoa, and both flavors also contain nonfat milk, cane sugar, heavy cream and baking soda to prevent settling.
All ingredients used are all-natural, non-GMO, Kosher, gluten-free and made with real milk and cream from California cows not treated with the growth hormone rBST, the company said.
Both of Coffee-Mate’s natural bliss Cold Brew flavors come in 46-oz. multi-serve bottles that retail for $5.29 each that will launch on major retailer’s shelves in June.
Poland Spring focuses on what’s inside of the can
Nestlé is taking extra steps to spread the word about its new sparkling water portfolio for each of its six regional spring water brands.
For the first time in four years, the Stamford, Conn.-based company unveiled a new television commercial for its Poland Spring Sparkling Water. Developed by 360i in New York and titled “Just What’s Refreshingly Real”, the ad showcases the brand’s down-to-earth nature in a humorous tone that contrasts typical marketing gimmicks. The commercial also focuses on what’s inside of the can by showcasing the water sourced from natural springs, its real fruit flavors and refreshing bubbles.
“Poland Spring has been around since 1845 and the brand has such a strong connection with our fans that we felt the best way to introduce our sparkling water was to embrace our heritage and values,” Rosa Veliz, brand manager for Regional Spring Water Brands, said. “Product source is as important to our consumers as it is to us. There are a lot of new sparkling water brands out there creating a lot of hype, but we believe in real, simple ingredients, like 100% natural spring water — not image or gimmicks.”
Nestlé also has plans to launch campaigns for Arrowhead in California, Deer Park in the mid-Atlantic and South, Ozarka in the Southwest, Zephyrhills in Florida and Ice Mountain in the Midwest markets.
Each sparkling offering is found in most retailers and made with real spring water, natural flavors, added bubbles and contains no calories, sugars, sweeteners or colors.