Marketing InnovationCoca-Cola Brings Back ‘Share a Coke’ Campaign With Sticker Packaging and an Armchair Vending MachineThis marks the fifth year of the campaignBy Katie Richards|May 8, 2018Coca-Cola turned a cozy armchair into a vending machine for its new campaign.Coca-ColaShareBy Katie Richards|May 8, 2018ShareThe weather is finally warming up and it’s truly starting to feel like summer. Right on schedule Coca-Cola is here to remind you to grab a cold Coke on a hot day, and find that coveted bottle with your name on it, with the return of the “Share a Coke” campaign.2018 marks the fifth year of the campaign, and this time around the brand wanted to do something a bit different. When Coca-Cola first kicked off the campaign in 2014, the brand noted that a lot of the images on social media posted using #ShareaCoke featured the personalized bottles. In recent years though, the images are more focused on people sharing moments with others.With that in mind, the brand created its latest iteration of “Share a Coke,” focused on, “the intimacy and proximity of Coke, and the meaning behind every time you share a Coke,” according to Jaideep Kibe, vice president, Coca-Cola Trademark, Coca-Cola North America.In terms of doing things differently, the brand started out this year by turning the “Share a Coke” labels into stickers on its 20-oz bottles. Fans can peel off the stickers on their respective bottles and unlock a code for a chance to win prizes including amusement park passes or a free Coke. Or, they can simply use the label as a sticker if they feel so inclined.“In years past, we’ve found that once the campaign ends, people want to hold on to a memory,” Kibe said. “Thanks to this technology, these stickers extend the memory with something people can not only attach to their clothes, phones and more—but also scan to possibly win special summer experiences to share with others.” Hoping to inject some additional innovation into the campaign, Coca-Cola also created the “Share Chair.” What initially might just look like a big armchair for fans to sit on is actually a giant vending machine. When two friends or strangers sit on the chair, the arms deliver a personalized mini can of Coca-Cola or Coke Zero Sugar for the duo to share, while a nearby camera captures the moment the two share their Coke products.“The Share Chair is an in-real-life manifestation of our message behind Share a Coke 2018: enjoying any delicious Coca-Cola is better when shared with someone special,” Saxon Seay, Coca-Cola brand manager, said. “The Share Chair is one fun, interactive way we are giving fans a reason to share a moment, share a social post and share an ice-cold Coke.”The Share Chair will hit the road this summer, appearing at various events across the country, including the MLB All-Star Game and the BET Experience. CREDITS Client: Coca Cola Description: Share a Coke with LoveW+K Portland Creative Directors Hal Curtis/ Erik Farenkopf Copywriter Becca Wadlinger Art Director Brad Trost Broadcast Producer Ben Grylewicz/ Erin Goodsell/ Tiffany GoldenPRODUCTION Company The Directors Bureau Director Lope Serrano Executive Producer Oscar Romagosa/ Victor Mata Producer John Benet Line Producer Angela Gomez-Alba Director of Photography Manel RuizEDITORIAL Company Joint Editorial Editor Nicholas Davis Assistant Editor Kristy Faris/ Stephen Nelson Post Producer Annie Rosick Post Executive Producer Leslie CarthyVFX Company Joint VFX Set Supervisor Alex Maldonado Flame Supervisor Leif Peterson Lead Flame Artist Rob Moggach VFX Producer Rebekah Koerbel VFX Executive Producer Alex TheisenMUSIC AND SOUND DESIGN Company MassiveMusic Composer MassiveMusic Creative Directors Ben Einziger and Tim Adams Song Love to Share Music and Sound Design Executive Producer Kiki McDaniel & Scott CymbalaMIX Company Joint Mixer Noah Woodburn / Natalie Huizenga Adweek Adweek