Coke Shares With Stickers, Scan-Tech And Armchair Vending Machine

Coke Shares With Stickers, Scan-Tech And Armchair Vending Machine
Advertising

Campaign hopes to reinforce the intimacy and proximity of Coca-Cola, and the meaning behind every time a consumer shares the drink

Ivanha Paz
  • 14 may 2018

Coca-Cola is launching its Share a Coke campaign for the fifth consecutive year this summer, with new marketing elements that celebrate shared experiences. The additions include the Share Chair, an oversized armchair that doubles as a vending machine, and stickers revealing Sip & Scan codes.

The Share Chair dispenses personalized mini cans through each of its arms when two people sit in it together, reinforcing the idea of drinking Coca-Cola as social moment. Consumers who try the chair also receive a photo of themselves to share on social media.

“This program is not about the size and power of Coke,” said Jaideep Kibe, vice president, Coca-Cola North America. “It’s about the intimacy and proximity of Coke, and the meaning behind every time you share a Coke.” After its debut appearance in Los Angeles for the FIFA World Cup, the vending chair will keep traveling to marquee summer events around the country.

The Sip & Scan codes can be discovered by peeling off the names on 20-oz. Coke bottles, which are stickers instead of regular labels this year. Coca-Cola has found that people want to hold on to the Share a Coke experience, even after the campaign is over, and this seemed like the perfect way to go about it. “These stickers extend the memory with something people can not only attach to their clothes, phones and more—but also scan to possibly win special summer experiences to share with others,” said Kibe.

The campaign will include TV, radio, outdoor and cinema advertising, as well as social and digital media, and experiential elements.

Coca-Cola

Coca-Cola is launching its Share a Coke campaign for the fifth consecutive year this summer, with new marketing elements that celebrate shared experiences. The additions include the Share Chair, an oversized armchair that doubles as a vending machine, and stickers revealing Sip & Scan codes.

+advertising
+apparel
+Automotive
+beverage
+Brand Introduction
+coca-cola
+consumer goods
+experiential marketing
+Experiential Marketing
+Fashion
+fashion / apparel
+Food
+packaging
+Social Media
+technology
+USA

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