Personalised Bottles by Coca-Cola: A missed opportunity?

Imagine walking into a store and scanning the shelves filled with Coca-Cola bottles. There it is: your name. Not just any bottle, but one with your personal touch on it. This was the promise behind Coca-Cola’s 2025 personalised bottles campaign. The concept was simple yet appealing. People could buy bottles pre-personalised with their names or order their own custom bottles online. It seemed like the perfect way to bring something special and personal to Coca-Cola lovers, creating excitement and unforgettable moments. However, while the campaign had a lot of potential, the execution left a lot to be desired, and it ultimately fell short in key areas that could have made it truly memorable.

Video credits: Coca-Cola

The Hiccups in Execution: Where the Campaign Missed the Mark

The core idea behind the Coca-Cola personalised bottles campaign was strong. Who wouldn’t want to find a Coke bottle with their name on it? But when it came to execution, the reality didn’t live up to the expectations. The most significant issue was availability.

Although the campaign was marketed as offering personalised bottles for everyone, only a limited selection of names were actually available. As someone who lives in Australia but has an Indian background, I quickly realised how difficult it was to find a bottle with my name on it. The delivery times for ordering personalised bottles online were far too long, and by the time the bottle would have arrived, the excitement would have long faded.

In retail stores, the personalisation wasn’t much better. Rather than finding bottles with actual names, I came across generic labels like “Oldie,” “Mate,” and “Bestie.” These bottles lacked the personal connection that the campaign promised and felt more like an afterthought. The retail options didn’t capture the idea of individualised attention, which is what the campaign aimed to deliver.

Pop-up stores, which were designed to offer a more direct and engaging experience, also fell short. The selection of names was limited to only the most popular ones, which meant many people, especially those with less common or culturally specific names, were left out of the experience. This limitation made it clear that the campaign wasn’t as inclusive as it could have been, and many people who would have loved to be part of it were left disappointed.

Picture credits: Talking retail

What Worked Well

Despite the flaws, there were aspects of the campaign that did resonate. The idea of personalisation is inherently appealing. When people see a Coke bottle with their name on it, there’s an instant sense of joy and belonging. It creates a connection that goes beyond just purchasing a product. Coca-Cola’s strength lies in its ability to build emotional bonds with consumers, and the personalised bottles did that well for those who could find their names. For many, this was an exciting, meaningful experience that fostered a sense of community.

Pop-up stores were another highlight. They provided a fun, interactive way for customers to engage with the brand directly. For those lucky enough to find a bottle with their name, it became a memorable moment, creating a tangible connection between the brand and the consumer. These stores offered something special, but unfortunately, not everyone got to experience that magic.

Picture credits: Medium

How could they have made it better

Instead of focusing on countries with smaller populations, Coca-Cola should have prioritised markets like India, where quick commerce is booming. Partnerships with companies like Zepto and Blinkit could have been hugely beneficial, allowing customers to receive their customised bottles in under 10 minutes. This collaboration would have helped Coca-Cola tap into the growing demand for instant delivery, making the personalised bottles feel truly immediate and relevant in today’s fast-paced world. In such markets, where consumers are accustomed to receiving products at lightning speed, quick commerce could have elevated the campaign and made it feel more in tune with consumer expectations.

Additionally, the issue of availability could have been better addressed. While it’s not realistic to personalise every single bottle, the brand could have ensured a much wider range of names were available, especially in multicultural markets like Australia. Including more culturally diverse names or regional variations would have made the campaign feel more inclusive and relevant to a broader audience.

The delivery times were another significant problem. In an age where consumers are used to instant gratification, having to wait weeks for a personalised bottle is a major inconvenience. Coca-Cola could have improved the experience by offering same-day pick-up options at pop-up stores or through local retailers. This would have made the campaign feel more immediate and connected to the moment, instead of something you had to plan and wait for.

Coca-Cola could have also expanded the personalisation options beyond just names. Allowing consumers to customise their bottles with personal messages, nicknames, or even fun cultural references would have added another layer of personalisation, making the experience feel more unique and meaningful. An interactive online platform where customers could design their own bottle would have made the campaign even more engaging, allowing people to feel truly involved in the process.

Picture credits: Zepto

My Take as a Marketing Student

From a marketing perspective, Coca-Cola’s personalised bottles campaign showed how powerful personalisation can be, especially when done right. The idea itself was strong, and the emotional connection it created was undeniably powerful. However, the execution was lacking. A campaign like this needs to be inclusive, accessible, and offer an experience that makes everyone feel like they belong. In this case, the limited availability and long delivery times detracted from the excitement, leaving many customers feeling excluded from the experience.

As a brand, Coca-Cola is known for its ability to forge strong emotional connections with consumers, and this campaign had the potential to build on that strength. However, by not addressing the availability issue and not offering a more diverse and accessible range of personalised bottles, the campaign fell short of its potential. Brands need to understand their audience’s diverse needs and ensure that their campaigns cater to a wider range of consumers, making the experience accessible to all.

Campaign Scorecard

Element	Score (out of 10)
Concept and Originality	7.0
Strategic Relevance	6.5
Consumer Engagement	5.0
Social Media Impact	6.0
Scalability	6.5
Total Average	6.1

Final Thoughts

As someone who has been a loyal Coca-Cola fan for years, I have to admit: I love the brand’s ability to create emotional connections through marketing. But this campaign? It just didn’t quite hit the mark for me. The idea of personalised bottles was brilliant, but the execution left much to be desired. The limited availability, long delivery times, and exclusion of less common names made the experience feel less inclusive and more frustrating.

Coca-Cola is a brand that thrives on memorable experiences, and this campaign had the potential to be one of those moments. With a few adjustments, like faster delivery, a broader selection of names, and more diverse personalisation options, Coca-Cola could have delivered a truly magical experience for everyone. Let’s hope that future campaigns tap into the full potential of personalisation, leaving no one behind.

Enjoyed this breakdown? Check out my analysis of Jaguar's Type00 campaign to see how luxury marketing meets bold marketing.

~ Siddh

Breaking down campaigns one story at a time.