Coca-Cola in name game
Coca-Cola (Thailand) yesterday announced the roll-out of its ‘‘Be Fizzy, Be Bold, Share a Coke’’ campaign.
It features, for the first time in Asia, the printing onto 250 million Coca-Cola cans and PET bottles a set of expressions of positive feelings and complimentary words.
Coca-Cola is also printing common nicknames so that everyone can have or give a personalised Coke, inspiring Thai customers to express their feelings and connect with others.
The campaign follows the launch of the ‘‘Share a Coke with Mom’’ can that received a strong consumer response, with more than 5 million cans sold within one month of its August launch.
Kostas Delialis, the marketing director of Coca-Cola (Thailand), said the new campaign has been launched with phenomenal success in more than 50 countries including Australia, Britain, Italy, France, Brazil, Austria, Germany, Greece and Israel.
The special cans and bottles will be produced until the end of the year.
The Thai unit is spending 140 million baht in a comprehensive communications programme that includes digital and social media, field activations, promotions and TV commercials.