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Coke Fine-Tunes Its “Share a Coke” Bottle Personalization Campaign

April 18, 2017: 12:00 AM EST
Coca-Cola is tweaking its successful “Share a Coke” personalized packaging campaign this summer by adding surnames to beverage bottles. The campaign, launched in Australia six years ago and later in the U.S., spurred growth in sales volume for the first time since 2000. Personalization and customization were found to appeal to teens and millennials. First names were chosen from among the 250 most popular in 2014, and were expanded this year to include 77 percent of teen and millennial first names. For the latest campaign fine-tuning, Coke will draw from the 200 most common family names of people in the U.S. aged 13 to 34. [Image Credit: © Coca-Cola Company ]
E.J. Schultz, "Why Coke Is Adding Last Names to 'Share a Coke'", Advertising Age, April 18, 2017, © Crain Communications
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