ATLANTA – Coca-Cola drinkers flocked to stores to find a Coke bottle with their name on it when the company first launched the Share a Coke campaign in the U.S. four years ago. This year, the annual campaign is diving deeper into the meaning behind shared experiences more so than just names—offering new innovations and rewards.

“‘Share a Coke’ has become a rite of summer for our fans,” said Jaideep Kibe, vice president of Coca-Cola Trademark and Coca-Cola North America. “The campaign’s annual return is a social marker on the calendar, as we welcome new adventures, new friendships and new memories. This year, we’re focusing on the role Coca-Cola plays in the special summer moments we share with others.”

The campaign still stays true to its roots. “Personalized” labels will remain with more than 1,100 first and last names on Coca-Cola varieties. But for the first time, these “Share a Coke” name labels on 20-oz. bottles are stickers. Fans can peel off the stickers to reveal Coca-Cola’s Sip & Scan™ codes that instantly unlock chances to win prizes ranging from a free Coke, to amusement park passes to baseball tickets. The idea is to enable customers to extend the memory beyond the campaign.

Per the Coca-Cola website, fans can go to ShareaCoke.com and purchase personalized 8-oz. glass bottles of Coca-Cola, Diet Coke and Coke Zero Sugar with a summer theme. Online shoppers will also have the chance to customize bottles with two lines of text, share “social postcards” with friends and family, and search to find their names in stores.