Coca-Cola to create mobile party for sampling campaign

Coke brought its sampling campaign to London
Coke brought its sampling campaign to London

Drinks brand Coca-Cola has announced its UK sampling tour plans, which feature Share a Coke 'party pods'.

The hubs, which have been created with agency Heart Productions, will give passers-by the chance to claim a personalised bottle of Coke, Diet Coke or Coke Zero.

They will then be encouraged to take ‘the ultimate selfie’ with friends before enjoying music and free drinks on the Coca-Cola roof terrace

The first party pod will arrive in Covent Garden, London for four days on 24 July, before travelling to leisure complex Liverpool One, Boardmasters festival in Cornwall, V Festival in Chelmsford, Glasgow city centre and St David’s shopping centre in Cardiff.

Coca-Cola will also be taking their Share a Coke sampling events to 100 Tesco stores across the UK. These stations, which have been designed to target the family market, will give shoppers a chance to purchase a personalised 1.75 litre sharing bottle.

Jon Woods, general manager at Coca-Cola Great Britain and Ireland, said: "The Share a Coke tour is back, bigger and better for 2014, and we want to give everyone the chance to personalise a special bottle to share with friends and family.

"Following the success of last year, we are pleased to be partnering with Tesco once again, to bring the personalisation tour directly to shoppers for another summer of sharing".

David Wood UK Marketing Director, Tesco, said, "The Share a Coke tour was incredibly popular with our shoppers last year so we are excited to be running the activity in stores nationwide once again. This time we’re offering the facilities to print on the larger 1.75ltr bottles, so families can share a bottle personalised with their family name, at a time that is convenient for them."

The activations follow on from a large-scale sampling activation, which took place throughout northern Europe this month. The London event saw staff from Coca-Cola’s national office set up branded tasting stations across locations in central London, including Piccadilly Circus, Leicester Square and Paddington Station.

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