Coca-Cola’s famous personalised cans have taken on a philanthropic role in Europe this year, encouraging people to do better this year.
“We want to inspire people to find hope and optimism in the new year, despite the tough times we’ve experienced in much of 2020. The campaign will see our iconic Coca‑Cola logo removed from our packaging to be replaced with a series of resolutions encouraging our fans to reflect on 2020 and look ahead to how we can all be Open To Better in 2021,” the company explained in its blog.
The idea and resolutions by 72andSunny include:
- I will never take my friends for granted
- I promise to listen more, just for you
- I will never take us for granted
- No more excuses: our idea is happening
The limited-edition cans are available on Coca‑Cola Original Taste, Coca‑Cola zero sugar and Diet Coke/Coca-Cola Light.
“The inspiration behind Open To Better’s messages are our Coca‑Cola fans throughout Europe,” the brand stated. “We put a call out for people to share some of their most inspiring and fun resolutions, in return we received a series of light-hearted, authentic and personal stories that show how small acts and gestures can give us all hope for a better future.”
In some countries, people can personalise cans with their own messages. In the UK and Ireland, premier league ambassadors, Marcus Rashford MBE and Alex Scott MBE, plus Irish TV presenter, Laura Whitmore, and celebrity dancer brothers, AJ & Curtis Pritchard, have shared their pledges and these are available.
The resolution cans are being promoted by a series of spots running on social media that show people sharing their personal stories of what they would write.
Coca-Cola launched its Share a Coke personalised cans campaign in Australia in 2011 and it spread out to other countries in 2013. In 2014, a TVC promoted was added to the campaign.
Share a Coke was revived in 2017, with bottles and cans featuring the names of holiday destinations.
In December 2020 in Australia, classic Aussie nicknames, such as Macca, Shazza and Tommo, and popular colloquialisms such as Champ, Squad, Legend and Queen Bee, were added to the 200-plus names on Coca-Cola bottles and cans, as well as cultural nicknames such as Mi Amore (My Love), Tita (Aunty), and Agapi Mou (My Love). Coca-Cola also called out for short 10-second videos by consumers in Australia to give a shout out to a friend or family member and upload it online. The company will choose as many as 170 of the ads for broadcast on social-media channels and television.
