Coca-Cola European Partners (CCEP) is offering consumers a summer of unforgettable experiences with a new Coke Summer campaign, which will also feature across Sprite, Fanta and Dr Pepper for the first time.
From the 25th June until 26th August consumers can enter codes printed on promotional packs of Coca-Cola Classic, Diet Coke, Coca-Cola Zero Sugar, Sprite, Fanta and Dr Pepper (including zero and no sugar flavoured carbonate variants) and instant winners can choose from one of ten once in a lifetime experiences, from whale watching in Iceland to a meditation trip in Italy.
With research showing that millennials increasingly value unique and personal experiences (Bauer Knowledge: The Millennials Chapter), the promotion is designed to help retailers appeal to this consumer group by linking the refreshing taste of Coca-Cola during the summer, to the feeling of trying new experience.
A new, simple and vibrant sun graphic will feature on promotional packs, in a wide range of formats. This includes 250ml cans of Coca-Cola Classic, 330ml cans of Coca-Cola Classic, Diet Coke and Coca-Cola Zero Sugar, 2L and 500ml bottles of the Coca-Cola portfolio, Fanta, Sprite and Dr Pepper and finally multipack cans across all of the above excluding Dr Pepper.
The campaign will be supported by marketing activity that includes TV, Radio, social media, out-of-home advertising and instore activation.
Simon Harrison, customer marketing director GB at Coca-Cola European Partners, said: “Summer is a key trading period for impulse categories such as soft drinks and a big opportunity for retailers to further drive sales. The aim of this year’s promotion is to connect with consumers that really value trying something new. The once-in-a-lifetime trips and experiences on offer will drive excitement amongst consumers, keeping soft drinks front of mind during the summer months.
“Our Coca-Cola summer campaigns have always been popular and our 2017 activity saw us achieve our highest ever on-pack redemption, with more than 1.5million entries. We’re back again this year with an even bigger campaign extending across our sparkling portfolio, in line with research that shows consumers purchase more brands in the warmer months (Europanel Total NARTD GB).”
In the grocery and convenience channel in GB Coca-Cola Classic is the number one soft drink, Diet Coke is the number one sugar free soft drink and Coca-Cola Zero Sugar is the fastest growing cola. Sales of the Coca-Cola family account for nearly 70% of Cola sales in this channel (Nielsen MAT Value w/e 31.03.18).