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McCANN TAIWAN GOES BALLISTIC WITH “SHARE A COKE CAMPAIGN” CUSTOMERS NOW GET A HIDDEN MESSAGE FROM EMPTY BOTTLE AFTER DRINKING.

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Friday, 17 October 2014
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Coca-Cola and McCann Taiwan are delivering a new twist on the
brand’s global “Share a Coke” campaign. This time, secret messages on
bottles are only revealed once people start drinking from them. How do
they do that? You would suspect clever technology at work, but in
reality the trick was using a plastic label instead of the typical (in
Taiwan) paper one, so Coke was able to print a message on transparent
material, said Gary Chi, McCann Taiwan managing director. When the
bottle is filled, the message isn’t visible, though people who want to gift
one to a friend can see it if they tilt the bottle slightly. That way they
can choose which message they want, like “You’re so hot” or “So cool.”
Coke is offering 24 messages popular with Taiwanese teens, and some
labels allow people to write personal messages on them.
The “Private Message Bottle” campaign started last month. Mr. Chi said
initial response is promising, especially given that carbonated beverages
have strong competition from tea and water in Taiwan. He said it’s
likely other markets might adapt the campaign. Other “Share a Coke”
initiatives, like swapping the brand logo on Coke bottles sold in stores
with common local first names, which started in Australia, have gone
global.

posted by: @djshyluckjimmy

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