'Share a Coke' launches in Thailand

A total of 250 million Coca-Cola cans and PET bottles will have the new label depicting a set of expressions of positive feelings and complimentary words. Coca-Cola is also printing common nicknames on the labels.

The soft drink brand has invested more than US$4.49 million in the campaign, which includes digital and social media, field activations, promotions, and 30- and 45-second commercials titled ‘Fern’.

Kostas Delialis, marketing director of Coca-Cola (Thailand), noted that the campaign has been created to inspire Thai youth and young adults to express their feelings and share a moment of happiness with their friends, families and their loved ones, as well as to get connected to more people.

“The special cans and PET bottles with Thai nicknames and complimentary expressions are our social invitation to Thais to find the names of friends and family and connect with one another and ‘Share a Coke’ together,” he said. “These special cans and bottles will be produced until the end of the year.”

Delialis said the effort can help Thais, who tend to be shy about expressing how they feel about other people, to share their feelings in a new way.

This campaign follows the earlier launch of the special edition ‘Share a Coke with Mom’ that saw more than 5 million cans sold within one month of launch in August.

The ‘Share a Coke’ campaign itself has been launched in more than 50 countries worldwide, including Australia, China, the UK, Italy, France, Brazil, Austria, Germany, Greece and Israel.

A competition launched in conjunction with this campaign asks consumers to first register at a microsite and then collect cans and PET bottles with the names and expressions.

The top five collectors in each of the months of October and November will receive two tickets to either a special tour to the World Cup in Brazil or a world-class concert in England.