Coke to personalise packaging for Australian mass market this summer
- September 30, 2011
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.
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4 Responses to “Coke to personalise packaging for Australian mass market this summer”
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I’m 35 and I am totally sucked in by this marketing tool. I strongly dislike Coke and never drink it, but would buy the bottle just for my name on it! A friend took a photo for me when she found one, it’s now my Facebook profile picture.
Will they have Roz Ebony Hayden Tony ?
I love it think its the best promo ever we would drink easy 10 to 20 litres a week
best drink ever
I find the success of this banal ego-manipulation a depressing reflection of how gullible we still are after 70 years of being exposed to blatant marketing strategies. Drink up, Dummies.