Coca-Cola Brings Back ‘Share a Coke’ Campaign With Sticker Packaging and an Armchair Vending Machine

This marks the fifth year of the campaign

Coca-Cola turned a cozy armchair into a vending machine for its new campaign. Coca-Cola
Headshot of Katie Richards

The 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.

Client: Coca Cola
Description: Share a Coke with Love

W+K Portland
Creative Directors Hal Curtis/ Erik Farenkopf
Copywriter Becca Wadlinger
Art Director Brad Trost
Broadcast Producer Ben Grylewicz/ Erin Goodsell/ Tiffany Golden

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 Ruiz

Company Joint Editorial
Editor Nicholas Davis
Assistant Editor Kristy Faris/ Stephen Nelson
Post Producer Annie Rosick
Post Executive Producer Leslie Carthy

Company Joint
VFX Set Supervisor Alex Maldonado
Flame Supervisor Leif Peterson
Lead Flame Artist Rob Moggach
VFX Producer Rebekah Koerbel
VFX Executive Producer Alex Theisen

Company MassiveMusic
Composer MassiveMusic
Creative Directors Ben Einziger and Tim Adams
Song Love to Share
Music and Sound Design Executive Producer Kiki McDaniel & Scott Cymbala

Company Joint
Mixer Noah Woodburn / Natalie Huizenga

@ktjrichards Katie Richards is a staff writer for Adweek.