Will state names work as well for Budweiser as people's names do for Coke?

I saw a commercial the other day for this summer's "Share a Coke" promotion featuring people's names on bottles and cans.  The successful promotion, now in its fourth year has been expanded to include some popular last names and larger sizes, in the hopes of capturing the family vacation crowd.  Interesting idea. (Lukovitz, 2017)

Meanwhile, this week Budweiser unveiled 11 different cans and bottles with names of the states where they have breweries.  It's part of their "Proudly Brewed Across America" campaign, which is now in its second year.  Country music star Thomas Rhett is featured in the effort, as is user-generated content.  (Lukovitz, 2017)
 

It will be interesting to see if creating limited editions will continue to be a successful strategy for these brands.  Since the custom names give people the opportunity to form tribes and bond with each other.  I'm betting they will.

Lukovitz, K. (2017, April 18)  This Summer's 'Share A Coke' Promo Includes Last names.  mediapost.com.  Retrieved June 7, 2017, from

https://www.mediapost.com/publications/article/299361/this-summers-share-a-coke-promo-includes-last-n.html

Lukovitz, K. (2017, June 7)  New Bud Packaging Features names of States With Its Breweries. mediapost.com.  retrieved Jun 7, 2017, from

https://www.mediapost.com/publications/article/303948/new-bud-packaging-features-names-of-states-with-it.html?edition=104101

Sorry Coca-Cola, I don't think this ugly new can design is going to save you.

After five straight quarters of increases in soda volumes, due no doubt to the clever packaging personalization effort, volume was flat in first quarter 2016.  And flagship Coke volume declined in every region except Asia.  (Esterl, 2016)

Coke's solution - a new global advertising campaign begun in January doesn't seem to be helping.  So here comes a can redesign. (Lukovitz, 2016)

Ugh.  The new design doesn't appeal to me and I don't think it's going to address the wave of concern about health issues associated with sugary drinks that's the underlying cause of the decline in soda sales.

Worse yet, it may negatively impact the success of Diet Coke in the US because consumers will no longer be able to recognize the brand.

Perhaps they should have looked a bit more closely at the epic fail of Tropicana's package redesign n 2009 before making the move.

Esterl, M. (2016, April 21)  Flat Soda Consumption Hits Coke.  Wall Street Journal.  pB3 

Lukovitz, K. (2016, April 19)  Coca-Cola Unveils Global 'One Brand' Packaging.  mediapost.com.  retrieved April 21, 2016, from

http://www.mediapost.com/publications/article/273791/coca-cola-unveils-global-one-brand-packaging.html?utm_source=newsletter&utm_medium=email&utm_content=headline&utm_campaign=92214

Zmuda, N. (2009, April 2)  Tropicana Line's Sales Plunge 20% Post-Rebranding.  adage.com.  Retrieved April 21, 2016, from

http://adage.com/article/news/tropicana-line-s-sales-plunge-20-post-rebranding/135735/

If you can't find a Coke with your name on it, will you buy Lay's Chips with your photo instead?

Coca-Cola's "Share a Coke" campaign -- the one where they printed people's names on the cans, was such a huge international hit (and the first time in years that they have seen a sales increase) that it has been expanded this year. 

In addition to adding new names such as Desi, Sheena and Destiny, they are also offering nicknames such as "Sidekick" and generic words such as "Team." And for those of us with unusual names -- the chance to order custom bottles for the bargain price of $5 plus $5 for shipping. (Rooney, 2015)

Oh, and they didn't forget blind people either.  Yes, some names are available printed in braille.  (Nudd, 2015)

So along comes Lay's Chips to up the ante.  Thanks to an interactive tool called the "Lay's Summer Bag Creator," 10,000 chip lovers will receive an actual bag of  chips with their personalized photo and caption.   (Rooney, 2015)

What do you think?  Will Coke be able to build on last year's success?  Will chips with photos be just as popular?

Rooney, B. (2015, April 14)  'Share a Coke' is back with more of your names on bottles.  money.cnn.com.  Retrieved May 14, 2015, from  http://money.cnn.com/2015/04/14/news/companies/name-share-a-coke-bottle/?iid=EL

Nudd, T. (2015, May 11)  Coca-Cola is now printing Cans and Bottles in Braille for Blind People.  adweek.com. Retrieved May 14, 2015, from 

http://www.adweek.com/adfreak/coca-cola-now-printing-cans-and-bottles-braille-blind-people-164665

Rooney, B. (2015, May 12)  Want your face on a bag of chips?  Lays will let you do that. 

money.cnn.com.  Retrieved May 14, 2015, from 

http://money.cnn.com/2015/05/12/news/lays-chips-personalized-bags/index.html

Did you buy a Coke this summer with your name on it?

After decades declines in the U.S., sales of Coca-Cola Co's carbonated beverages rose by more than 2% this summer.  Why?  Customized bottles and cans.  Specifically, the company put the 250 most popular names for teens and millennials on bottles which they encouraged people to buy for others with their "Share a Coke" campaign.

Additionally the company deployed roving kiosks across the U.S. this summer which printed out more than 1 million personalized cans with more than 100,000 names to choose from.  (Esterl, 2014)

The idea for the campaign came from Australia and was developed by local execs and Ogilvy advertising in 2011 as a way to re-engage younger consumers.  The seasonal campaign has now spread to over 80 countries and is likely to be back again next year.

So what do you think of this idea?  Did you buy a Coke with your name on it?  Would you if you had been given the chance?

Esterl, M. (2014, September 26)  'Share a Coke' Creates Pop in Sales.  Wall Street Journal.  pB5