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

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