Coca-Cola ‘Share a Coke’ Campaign Trades Names for Song Lyrics
Coca-Cola hopes to strike another hit with the newest evolution of its ‘Share a Coke’ campaign, ‘Share a Coke and a Song.’ Beginning mid-April, the company will trade in the personalized Coke labels bearing first names for labels with song lyrics, according to a release.
Lyrics will span over many genres, and will include both ‘classic hits’ and ‘recent chart-toppers.’ Some examples include “All I do is win,” “Lean on me,” and “We are the champions.” They will be featured on eight-ounce glass bottles, 7.5-ounce mini cans, 20-ounce bottles, 1.25- and two-liter bottles, and 12-ounce cans of all four trademark Coke brands: Coca-Cola, Diet Coke, Coke Zero, and Coca-Cola Life.
“We’re proud of the success of ‘Share a Coke’ over the last two years,” said Racquel Harris Mason, vice president, Coca-Cola/Coke Zero, Coca-Cola North America. “We’ve seen incredible enthusiasm from consumers who love the campaign’s personal touch, and we wanted to push ourselves to innovate and provide our fans with new experiences. Evolving the program to focus on lyrics creates an amazing opportunity for people to share special moments, sentiments and a Coca-Cola with people they care about.”
‘Share a Coke’ is one of the company’s most successful U.S. campaigns to date. It exists in more than 70 countries and has helped Coke grow volume, revenue, and share in its flagship market.
Lyrics “that capture a moment and reflect Coke’s brand values of optimism, refreshment and inclusion” were selected by the Coca-Cola team. Joe Belliotti, head of global music marketing for Coca-Cola North America, says, “Music is a universal language. Lyrics can explain how we feel and what we want to say when we can’t find the words ourselves.”
Beginning April 18, fans can visit ShareaCoke.com to customize bottles with a selection of lyrics. New to the ‘Share a Coke’ campaign is a social sharing opportunity in which fans can use Shazam to scan lyrics on 20-ounce bottles and then record a digital lip-sync video to share on social media.