The Coca-Cola Co has ramped up its Share a Coke campaign in Thailand with packaging that features compliments such as “handsome one” and “beautiful one”.

The campaign will roll out around 250m cans and bottles across Thailand, the country's Coca-Coca unit said this week. A THB140m (US$4.5m) investment will support the push, which is the first Share a Coke campaign in Asia to feature popular local compliments alongside names and nicknames.

A spokesperson for Coca-Cola Thailand told just-drinks today (26 September) that the campaign is to “encourage shy Thai teenagers to express their feelings”. Other compliments include “cute one”, “sincere one” and “single one”.

The Share a Coke campaign first launched in Australia in 2011 and now runs in about 50 Coca-Cola markets. In most countries, including the UK, Japan and China, cans and bottles are printed with popular local christian names, or family names such as “mum” or “uncle”. 

The new Thailand push follows the launch of a special edition “Share a Coke with Mum” can last month. 

An analyst yesterday warned that Coca-Cola has lost ground to PepsiCo this year in China's bottled water market.