The reasoning behind the first names printed on Coke bottles has been revealed; it’s just a bit of summer fun.
A Coca-Cola representative told Food Magazine the campaign is intended to target individual Australians all over the country.
Printing people’s names on millions of bottles is Coke’s social invitation to encourage people to find names of family and friends to ‘Share a Coke’ together.
The multi-million dollar ‘Share a Coke’ campaign will see the 150 most popular names in Australia printed on labels this summer.
There are names from Adam and Matt to Kelly and Nicole, but there is also a number of more ethnic names including Fadi, Aarav and Giulia.
Many of the most popular names have been shortened to nicknames like Jess, Wen and Ash, most likely to appeal to the casual nature of Australian summers and socialising with friends and family.
The Coke representative said broad research was conducted by the company, and it wanted to reach out to all people in different communities across the country.
"Names were chosen to represent a cross section of the Australian population," a Coke spokesperson said.
"We used publicly available data to review the most popular names in Australia and ethnic representation in Australia to ensure the diversity of our multi-cultural nation was represented appropriately."
The marketing campaign has already attracted widespread interest, with social media sites overloaded with posts and comments about finding names on Coke bottles.
Just like Facebook’s friend suggestions and updates on friends’ movements, Coke is tapping into the social lives of Australians and encouraging them to catch up with each other.
“We are using the power of the first name in a playful and social way to remind people of those lives they may have lost touch with or are yet to connect with,” Lucie Austin, Marketing Director Coca-Cola South pacific said.
Readers have commented on our original storey posted on Monday, welcoming the company’s campaign, saying it has prompted them to buy Coke when they ordinarily wouldn’t and to research the campaign online.
The names will appear on the coke bottles until Christmas, while the 300mL and 375mL cans will feature colloquial names like Mate, Sis, Bro and Santa.
TV ads will begin during upcoming grand finals, featuring real people who volunteered to participate in the campaign.
The campaign officially launches today, with an activation at the Kings Cross Coke sign, where the names of passers-by will be projected onto the sign in lights using a simple text message mechanic.
There will also be ‘Share-a-virtual-Coke’ and ‘Make your own Coke ad’ Facebook applications for consumers to personalize both product and content to share with family and friends.