I am sure many of you who have been to the shops lately have noticed a change to the red labels you are so used to seeing. Turns out one of the worlds biggest brands has taken a page from National Numberss book by offering personalised bottles of Coke to their customers.
I am sure many of you who have been to the shops lately have noticed a change to the red labels you are so used to seeing.
Turns out one of the world’s biggest brands has taken a page from National Numbers’s book by offering personalised bottles of Coke to their customers.
The “Share A Coke” campaign, which is being called ‘brave’ by those behind it, simply replaces the classic Coca-Cola logo with one of 150 popular names.
“It is a brave move to replace the world’s most iconic brand with 150 names” said Jon Woods, Managing Director of Coca-Cola GB and Ireland. “It will drive huge buzz and drive engagement. No other brand has gone to this scale of personalisation.”
Indeed, personalisation is key to this campaign. It allows consumers to gift bottles of Coke to friends and family or buy themselves a little treat (if you can find your name). But … is it as unique as they say?
The private number plate industry, ever since its birth, has been based on this concept of ‘personalisation’. The idea is that a plain, everyday thing like registration numbers can be lifted to vanity product status, reflecting a little bit of the owner’s personality. This is how the business was built.
In this sense, Coke might be onto an idea, but where they differ from us at National Numbers is that our products are all unique – there is literally only one of every registration in existence. Coke’s ‘personalised’ labels are still mass-produced.
To put that into perspective, Coca-Cola plans to put 100 million bottles into circulation. If there are 150 names available that means there is more than 6 million of the same product out there.
Alternatively, we have 34 million number plates on the market, each of them one-of-a-kind.
Number plates also have something for almost everyone one. Depending on how creative you are you could quite literally get any name on a number plate. Coke maybe catering to Laura, James and Chris but what about young Roslynn, who is giving her attention?
In terms of personalisation, Coca-Cola has a lot of catching up to do. However, it is only a one-off thing, and if successful they may even expand their selection to include more names. It wouldn’t be out of the question to see other brands try a similar campaign … your name on an M&M anyone?