After 12 years, first names return to Coca-Cola bottles
Twelve years after its initial launch, Coca-Cola is bringing back its iconic name-label campaign on soda cans and bottles.
In a press release issued on Tuesday, April 29, the brand announced the return of popular first names such as Arthur, Chloé, Noah, and Julie on its packaging.
Dubbed “Share a Coca-Cola,” the campaign first debuted in 2013 across 123 countries. It was a groundbreaking initiative at the time, replacing the brand’s traditional logo with people’s names—something Coca-Cola called a “world first” that “disrupted the norms.”
And the strategy proved to be a commercial hit, though the company has not disclosed exact financial figures. “The financial results remain confidential, but brand image and awareness indicators clearly reflect the campaign’s success,” said Fanny Happiette, Marketing Director at Coca-Cola France, in an interview with RMC Conso.
According to Le Figaro, the 2014 edition of the campaign successfully reversed a downward sales trend. Between May and September 2013, one billion cans and bottles were sold. Sales of 50 cl plastic bottles surged by 20%, helping to drive a 5.6% overall increase in volume for the company.
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