Coke to personalise packaging for Australian mass market this summer
In a world-first Australian experiment, Coca-Cola is replacing the “Coke” branding with one of 150 of Australia’s most popular personal first names for its next summer marketing campaign.
The company has allocated 268 million bottles and cans for personalisation.
The campaign will include the use of Youtube and Facebook, encouraging people to promote the personalised bottles and broadcast their own names via SMS for display on a major advertising sign in Sydney’s King’s Cross.
The heavy emphasis in this campaign on technology and social media is clearly targeted at young consumers and will be watched closely by Coca-Cola headquarters in the US.