Coca-Cola Labels-Turned-Wristbands Unlock Epic Summer Experiences
The company launches its first summer campaign in six years.
May 03, 2019
ALTANTA – This month, Coca-Cola has launched a new summer campaign called “Enjoy Coca-Cola.” The packaging-driven program will help make the season a bit more memorable by enhancing everyday moments and unlocking epic experiences.
The brand’s first new summer campaign in six years will give fans the chance to score more than 150,000 exclusive prizes by using their mobile phones to scan the Sip & Scan icon on cans and bottles of ice-cold Coke, Coke Zero Sugar or Coke Flavors. The more a customer scans, the more they have the chance to score everything from concert, movie, amusement park and baseball tickets, to exclusive experiences like meeting members of the U.S. Women’s National Team (USWNT) after the FIFA Women’s World Cup or lighting fireworks at a NASCAR race.
Additional Coca-Cola and Coke Zero Sugar summer packages featuring Sip & Scan include 7.5 oz. mini-cans, 8 oz. glass bottles, 12 oz. PET bottles, 12 oz. and 16 oz. cans, and 1.25 liter and 2 liter bottles. All packs sport a new look featuring the word “Enjoy” written in the iconic Coca-Cola Spencerian Script before “Coca-Cola” to connect the joy of drinking a Coca-Cola with savoring new summer experiences.
Oana Vlad, brand director for Coca-Cola Trademark, said the campaign was inspired by the fact that summer seems to be getting shorter as bucket lists get longer. “After talking to fans, we realized that even though summer is this amazing, anything’s-possible time of year filled with adventures and new discoveries, the season can bring stress and anxiety for many people who continue to juggle life’s responsibilities and pressures,” she said in a press release. “We saw the opportunity to invite people to enjoy an ice-cold Coca-Cola and make their summer moments better–from road trips, to sitting at the bus stop on a sweltering day–to experiences like the ones we’re offering through the campaign.”
Beginning on May 13, the labels on 20 oz. bottles of Coke and Coke Zero Sugar will feature peel-away wristbands featuring summery pop art designs–from a Coke bottle-shaped popsicle to a hot dog. One of the six “Enjoy Coca-Cola” wristband designs pairs the words “I Believe” with the crest of the U.S. Women’s National Team (USWNT), which will defend its FIFA Women’s World Cup title this summer in France. “Enjoy Coca-Cola” also will include new TV, cinema, social/digital, in-store, outdoor and radio advertising breaking in late May.
