Coca-Cola brings 'Share a Coke' to pubs
Pub-goers who upload photos of themselves and a friend enjoying a bottle of coke (Coca-Cola, Diet Coke or Coke Zero) in the on-trade will get the chance to win two personalised glass bottles.
As the bottles sold in the off-trade are plastic, this is the only way consumers will be able to get their name on one of the classic glass bottles, Coca-Cola Enterprises (CCE) said.
The initiative will be promoted with PoS and glass bottles featuring the word “friends” rather than the Coca-Cola branding.
Share a Coke was launched in the off-trade in April, initially using the 150 most popular UK names. A further 100 names were added earlier this month and a tour of 70 locations around the country will offer a free personalised bottle for those with more unusual names via on-site printing through kiosks and vending machines.
Last month CCE said it believed there was a £2.1bn growth opportunity in soft drinks in the UK, including a £793 million incremental sales opportunity by delivering just one more soft drink ‘moment’ per household per week.
“Range and visibility will play a key role," said Nick Canney, vice president of sales and marketing. "Around 20% of people change their soft drinks choice based on what was visible at the outlet.”
