Now, as the Coca-Cola Company prepares for incoming chief executive James Quincey to succeed Muhtar Kent on May 1, it has revamped the campaign, putting popular vacation destinations on bottles in the U.K. from next month.
Holiday hotspots featuring on the packaging include Hawaii, Bali, Ibiza and Miami, and Coke will also give away 11 million samples of its Zero variant at cities and festivals. People will also have a chance to win a holiday, in the initiative which is “designed to remind people of the refreshment and great taste that only an ice-cold Coke can bring on a hot summer day,” according to an online statement.
A “significant” marketing spend will push the new bottles, including a TV commercial, digital billboards, social media and “influencer” marketing, according to the statement.
