Coca-Cola is so eager to get people to enjoy its soft drinks this summer that it is adding the word “enjoy” to packaging and making some labels that morph into seasonally themed wristbands.
The “Enjoy Coca-Cola” push also includes giveaways and promotes the U.S. Women’s National Team as it heads to the 2019 FIFA Women’s World Cup.
The soft-drink leader will add “Enjoy” in Spencerian script on packs of Coca-Cola and Coca-Cola Zero Sugar, marking the first time a word other than the brand has appeared in the iconic lettering in the United States.
“Coke packaging is one of our biggest billboards,” says Oana Vlad, brand director, Coca-Cola Trademark.
After spending five summers showcasing names on bottles in the “Share a Coke” campaign in the U.S., the packaging is instead focusing on “Enjoy,” with “Share a Coke” set to return in the second half of 2019, says Vlad. Details on the return of "Share a Coke" were scarce. Over the past few years, Coke has added more first names, last names and other wording to keep that campaign's momentum going in the U.S.
This summer, labels on 20-ounce bottles of Coke and Coke Zero Sugar will have peel-away wristbands with six different summer-themed designs, such as popsicles or hot dogs. One design shows the words “I Believe” and the U.S. Women’s National Team’s crest. A small “sip and scan” icon on all brand packaging allows consumers to scan an image for access to more than 150,000 prizes.