Ch. 16 - Advertising, Public Relations and Sales Promotion

Coca-Cola launched a new advertising campaign called “Share a Coke”. Coca-Cola picked the most common names in the UK and printed them onto bottles. Over 1,000 names were available in stores and over 500,000 names were available for purchase online through their e-store. They believe that advertising names on bottles would give people a more personal relationship with their brand. Coca-Cola knew that giving consumers a chance to make personalized bottles would create special moments.