Why Coke Is Adding Last Names to 'Share a Coke' -

Coca-Cola first ran its “Share a Coke” campaign in 2011, where people could personalize a bottle of soda with their name, replacing the brand’s iconic logo
The brand will get even more personal by adding last names to the mix.
Some labels will include surnames, while others will carry person’s name.
“Last names give us an opportunity to invite more people into the campaign. It’s just a great way to up the reach.” ,” Evan Holod [Coca-Cola Brand Director]
The brand is also connecting with consumers at events like family reunions & weddings.
Names will appear at random in retail but people can make personalized orders at ShareaCoke.com.
Coke saw a surge in sales after it ran the campaign in U.S. in 2014 with 250 most popular names among teens and millennials.
By stamping first names on packages, Coke is feeding into a thirst for personalization and customization.
There is vanity appeal when consumers see their own name anywhere.
Consumers don’t just seek out their own names, they also look for names of friends and family members too.

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Why Coke Is Adding Last Names to ‘Share a Coke’