# data[].attributes.body
Economic forces: People are making healthier decisions leading to the decline of Coke sales.
competitive forces: Healthier alternatives are being made, more people are choosing Pepsi over Coke.
technological forces: Coke is able to market their product on different media platforms. By reaching out to  more people, they are getting more customers.

Sociocultural forces: People want things personalized.

# data[].attributes.body
I saw advertisements on tv and different commercials marketing the product with the personalization of a name on the bottle. I also saw ads and more videos on various social media platforms. Lastly I saw ads in stores about how they were selling the product with the name on the bottle.

# data[].attributes.body
The campaign was successful because for the first time in 10 years it grew sales.
http://www.adweek.com/brand-marketing/coca-colas-share-coke-campaign-grows-sales-first-time-10-years-160433/
The campaign was also successful because the consumers of Coca-Cola were drawn to buy the product because of the personalization of having their name on the bottle.

# data[].attributes.body
Price: $1.79 during campaign, $5 online now for personalization
Product: bottle with name on it
Distribution: in stores
Promotion: commercials on tv, social media, ads in stores.

# data[].attributes.body
2013 - 2018

# data[].attributes.body
Once people buy the coke and they like it and they like the concept of have their name on the bottle they will become brand loyal. Once the campaign is over they will probably continue to buy coke.

# data[].attributes.body
The Share a Coke campaign was subsequently rolled out in over 80 countries.
In the US Coca Cola originally selected the 250 most popular names

# data[].attributes.body
Targeted to people with an easy going, happy and fun lifestyle. This campaign allowed people to express themselves creatively.

# data[].attributes.body
Ages 15-34 teenagers and young adults, young people will see this commercial they will buy a coke with their name on it and then they will buy a coke with their friends name on it.

# data[].attributes.attachment_link.readable_text
Coke has been trying to get on a first-name basis with consumers since launching its "Share a Coke" packaging play in the U.S. in 2014. Starting this summer, the brand will get even more personal by adding last names to the mix.

Last names and first names will not appear on the same bottles, however, because that would probably be a little bit too targeted. So some labels will include surnames like Johnson, Smith or Lopez, while others will carry monikers like Chris, Sarah or Matt. "Last names give us an opportunity to invite more people into the campaign," Coca-Cola Brand Director Evan Holod said. "It's just a great way to up the reach."

The brand is also banking on connecting with consumers at events like family reunions and weddings, he added. While the names will appear at random in retail, people can make personalized orders at ShareaCoke.com. The program will run from May through July.

The marketer worked with an information analytics firm to identify 200 popular last names that account for roughly one-quarter of the population of people in the U.S. who are between the ages of 13-to-34. The brand's roster of first names now includes more than 800 options.

Coke first launched "Share a Coke" in Australia in 2011. It came to the U.S. in 2014 and proved to be a hit, helping the brand grow sales volume that year for the first time since 2000. Coke began in 2014 with the 250 most popular names among teens and millennials. This year, the larger number of first names will cover more than 77% of the general population in the U.S. of people ages 13-to-34, according to the brand.

The popularity of the tactic proves that simple marketing ideas are often the best ideas. By stamping first names on packages, Coke is feeding into a thirst for personalization and customization. There is vanity appeal, for sure, because apparently consumers like to see their own name anywhere, even on a soda bottle. But people don't just seek out their own names, they look for names of friends and family members, too, Mr. Holod said.

Like anything, the trick is to keep the program fresh, and Coke has experimented with different concepts over the years. Last summer, for instance, Coke put song lyrics on cans -- like Queen's "We are the Champions" -- and marketeted it as "Share a Coke and a Song."

This year Coke is rebranding the program to "Share an Ice Cold Coke" in an attempt to spur demand for Cokes on hot summer days. Video ads, including for TV, will feed into this theme. The lead creative agency on the campaign is Atlanta-based Fitzco McCann. Mr. Holod said the campaign would get 13 weeks of "heavy media support," including three new TV ads.

While some last names might be more popular in some regions of the country than others, Coke does not have plans to regionally target certain names. Mr. Holod said he is confident Coke will have the right mix of names to meet demand across all regions. Coke provided the following list of last names as some of the most popular across its targeted population: Smith, Johnson, Williams, Miller, Garcia, Davis, Rodriguez, Martinez, Hernandez, Lopez. As for first names, Michael is No. 1, according to Coke.

# data[].attributes.attachment_link.title
Why Coke Is Adding Last Names to 'Share a Coke'

# data[].attributes.attachment_link.description
Coke has been trying to get on a first-name basis with consumers since launching its "Share a Coke" packaging play in the U.S. in 2014. Starting this summer, the brand will get even more personal by adding last names to the mix.