An ice-cold Coke tastes best when shared together with friends, family and even strangers.
和朋友、家人，甚至是陌生人一起喝冰涼可樂，味道喝起來最好。
That’s the inclusive message behind the 2018 version of the hit “Share a Coke” campaign, which returns for its fifth consecutive summer with more beverages, packages, experiences, sharing opportunities – and a few surprises.
這是2018年版熱門的“分享可樂”(Share
a Coke)活動背後包含的資訊，這是該活動持續了五個夏天，使用更多的飲料、套餐、體驗、分享機會——以及一些驚喜回報。
“‘Share a Coke’ has become a rite of summer for our fans,” said Jaideep Kibe, vice president, Coca-Cola Trademark, Coca-Cola North America. “The campaign’s annual return is a social marker on the calendar, as we welcome new adventures, new friendships and new memories. This year, we’re focusing on the role Coca-Cola plays in the special summer moments we share with others. We wanted to tap into the meaning behind shared experiences more so than just names.”
可口可樂北美商標副總裁Jaideep Kibe說:“‘分享可樂’已經成為我們的粉絲夏天的慣例。活動的周年申報表是日曆上的一個社會標誌，因為我們歡迎新的冒險、新的友誼和新的記憶。今年，我們關注的是可口可樂在我們與他人分享的特殊夏天時刻所扮演的角色。我們想要挖掘分享經歷背後的意義，而不僅僅是名字。”
Several new innovations will reward fans for the simple act of sharing. For the first time, “Share a Coke” name labels on 20-oz. Coke bottles are stickers. Fans can peel off the stickers to reveal Coca-Cola ’s Sip & Scan™ codes that instantly unlock chances to win prizes ranging from a free Coke, to amusement park passes, to baseball tickets.
一些新的創新將獎勵粉絲們分享的簡單行為。第一次，在20盎司的標籤上“分享可樂”。可樂瓶是貼紙。球迷可以撕開貼紙找到可口可樂的Sip & Scan™代碼立即解鎖贏得獎品的機會，獎項豐富，小至一個免費的可樂,大至遊樂園,棒球票。
“In years past, we’ve found that once the campaign ends, people want to hold on to a memory,” Kibe said. “Thanks to this technology, these stickers extend the memory with something people can not only attach to their clothes, phones and more – but also scan to possibly win special summer experiences to share with others.”
“在過去的幾年裡，我們發現，一旦活動結束，人們就會想要保留東西可以將來回憶，”Kibe說。“多虧了這項技術，這些貼紙可以擴展人們的記憶，不僅可以貼在衣服上、手機上，還可以掃描，以獲得與他人分享的特殊夏日體驗。”
“在過去的幾年裡，我們發現，一旦活動結束，人們就會想要保留東西可以將來回憶，”Kibe說。“多虧了這項技術，這些貼紙可以擴展人們的記憶，不僅可以貼在衣服上、手機上，還可以掃描，以獲得與他人分享的特殊夏日體驗。”
When “Share a Coke” first debuted in 2014, Americans flocked to stores to find a Coke bottle with their name on it. Over the years, the campaign has evolved and expanded, adding new names, song lyrics and more Coca-Cola flavors in more packages.
2014年，“分享可樂”(Share a
Coke)首次亮相時，美國人蜂擁至各大商店，尋找印有自己名字的可樂瓶。多年來，這項運動不斷發展壯大，在更多的包裝中加入了新的名字、歌曲歌詞和更多的可口可樂口味。
“That first year, it was all about discovery and introducing people to the idea that they could find their names – or the names of their friends or family members – on a Coke bottle,” recalls Saxon Seay, Coca-Cola brand manager. “But over the years, it has become more about the experiences and moments shared over a Coke.”
可口可樂品牌經理Saxon Seay回憶道:“第一年，一切都是關於發現和讓人們認識到，他們可以在一瓶可樂上找到自己的名字——或者朋友或家人的名字。但隨著時間的推移，人們越來越關注喝可樂時的感受和時刻。”
Initially, Coke’s social feeds were flooded with user-generated photos of fans’ personalized bottles. “But last summer we started to see more #ShareaCoke images and posts about shared moments with others,” Seay added.
最初，可口可樂的社交媒體上充斥著用戶生成的粉絲個性化瓶子照片。“但是去年夏天，我們開始看到更多的關於 #ShareaCoke 的圖片和貼文，”Seay補充道。
That insight informed the team’s strategy for the 2018 campaign.
“This program is not about the size and power of Coke,” Kibe said. “It’s about the intimacy and proximity of Coke, and the meaning behind every time you share a Coke.”
這種洞察力為該團隊的2018年競選戰略提供了依據。
Kibe說:“這個專案與可口可樂的規模和實力無關。”“這是關於可樂的親密度和親近度，以及每次分享可樂的意義。”
This summer marks the premiere of the Share Chair, an oversized armchair that doubles as a “shareable” vending machine. When two people sit together, personalized mini cans of Coca-Cola and Coke Zero Sugar are vended through the chair’s arms. A strategically positioned camera then captures the moment and provides fans with a photo and video of their experience to share on social media.
今年夏天，“共用椅”(Share Chair)的首次亮相，這是一把超大的扶手椅，同時也是一台“可共用”的自動售貨機。當兩個人坐在一起時，個性化的迷你可口可樂和可口可樂零糖罐就會從椅子的扶手裡掉出來。然後，一個定位巧妙的攝像頭捕捉到了這一時刻，並為粉絲們提供了他們在社交媒體上分享經歷的照片和視頻。
The Share Chair debuted in Los Angeles during one of the U.S. stops of the FIFA World Cup™ Trophy Tour by Coca-Cola and appears today – National Share a Coke Day – at a Share a Coke event in Atlanta. It will travel to marquee summer events including the BET Experience in L.A., Special Olympics USA Games and the Major League Baseball All Star Game in Washington, D.C.
The Share Chair首次在洛杉磯，當時正在舉辦the FIFA World Cup™ Trophy Tour而可口可樂與此合作，直到現在——國際分享可口可樂的一天——分享可口可樂在亞特蘭大的事情。它將會在夏季活動中亮相，包括在洛杉磯的the BET Experience、美國特奧會和美國職業棒球大聯盟都是華盛頓特區的明星賽事
In addition to more than 1,100 first and last names on 20-oz. bottles of seven Coca-Cola products – Coca-Cola , Diet Coke, Coca-Cola Zero Sugar, Coca-Cola Life, Cherry Coke, Vanilla Coke and Cherry Coke Zero – fun nicknames like “La Familia,” “A Champion,” “My Best Friend,” “An MVP” and “Your Squad” can be found on a variety of packages of Coke, Coke Life and Coke Zero Sugar. Limited-edition patriotic packaging is also back.
除了在20盎司上超過1100個姓和名，七種可口可樂產品——可口可樂,健怡可樂,可口可樂零糖、可口可樂,櫻桃可樂,香草可樂和櫻桃可樂零——有趣的昵稱像“家族”,“冠軍”,“我最好的朋友,”“MVP”和“你的小隊”可以找到各種各樣的包裝上的可口可樂,可口可樂的生活和可口可樂零糖。限量版愛國包裝也回來了。
Fans can visit ShareaCoke.com to purchase personalized 8-oz. glass bottles of Coca-Cola , Diet Coke and Coke Zero Sugar for nearly any special person, event or occasion – with a summer theme. This year, ShareaCoke.com gives online shoppers the chance to customize bottles with two lines of text, share “social postcards” with friends and family, and search to find their names in stores.
The “Share a Coke” campaign will come to life via TV, radio, outdoor and cinema advertising, as well as social and digital media, and experiential elements.
粉絲們可以瀏覽ShareaCoke.com購買個性化的8盎司。幾乎任何特殊的人、事件或場合都可以喝到瓶裝的可口可樂、健怡可樂和可樂零糖飲料。今年，ShareaCoke.com讓網上購物者有機會定制兩行文字的瓶子，與朋友和家人分享“社交明信片”，並在商店裡搜索他們的名字。
“分享可樂”活動將通過電視、廣播、戶外和電影廣告，以及社交和數位媒體，以及體驗元素來實現。
This “Share a Coke” creative supports the “A Coke for Everyone” platform the brand debuted earlier this year by celebrating everyday moments made more special by the simple pleasure of drinking a Coke – any Coke.
“Share a Coke” was first introduced in Australia in 2011. Since then, the company has helped people “Share a Coke” in more than 100 countries.
這個“分享可樂”的創意支持了該品牌今年早些時候首推的“人人都能喝到可樂”的平臺，它通過慶祝日常生活中因喝可樂而變得更加特別的時刻——任何可樂。
“分享可樂”於2011年首次在澳大利亞推出。從那時起，該公司幫助100多個國家的人們“分享可樂”。
*return
名詞:報告書；申報；報表
*proximity
名詞:接近，鄰近；親近[U][（+to/of）]
名詞:報告書；申報；報表
*proximity
名詞:接近，鄰近；親近[U][（+to/of）]
*premiere
名詞: 初次上演
*vended
動詞:出售；販賣
名詞: 初次上演
*vended
動詞:出售；販賣
原文出處: https://www.coca-colacompany.com/stories/share-a-coke-and-share-the-summer-2018-campaign-focuses-on-special-moments
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翻譯英文，中文僅供參考
翻譯英文，中文僅供參考
