- Coca-Cola is releasing new holiday-themed "Share a Coke" bottles as an off-shoot of the popular name-based marketing campaign.
- The packaging will feature holiday-themed names like "Santa," "Someone Nice," "Someone Naughty," "Under the Mistletoe," "Elves," "Secret Santa," and "Mrs. Claus," while aluminum bottles will be donned with reindeer names.
- Instead of creating a new Christmas commercial, Coca-Cola will reuse the "Make Someone Happy" spot from last year.
"Print and out-of-home ads will promote the new packaging, and include a couple of nice new shots of Santa. (Coke, of course, has a fairly robust claim to the modern-day image of Santa Claus, having been among the first companies—though not the first—to feature the red-and-white version of St. Nick in its ads, back in the 1930s.)," Adweek reported.
Coca-Cola expanded the "Share a Coke" campaign this year by quadrupling the number of first names used on its packaging and also launched a related Twitter campaign in June. In July, the company integrated the campaign with an interactive element through a partnership with Google.
Including names and words on specialized packaging has become more popular among major food companies. Earlier this year, Snickers launched a new "Hunger Bars" campaign featuring 21 different words on personalized wrappers that each describe the bad moods people might take on when they're hungry.