To celebrate Costa Coffee’s first on-pack promotion, which sees iced coffee fans given the chance to win holidays, festival tickets and more, Coca-Cola Europacific Partners (CCEP) GB is offering independent retailers the opportunity to win a share of £7,500 in cash for themselves and for a local good cause or charity in their community.
Retailers can enter into a series of prize draws when they either purchase case deals of Costa at participating wholesalers or request POS kits from the brand’s trade website My.CCEP.com and showcase them being used in store alongside key Costa lines. They can also request POS materials from the site to create in-store theatre.
Meanwhile, iced coffee fans have the chance to win summer getaways to Ibiza and the USA, tech gadgets, food delivery vouchers and more thanks to the on-pack promotion on Costa Coffee’s latte range.
Running from 26 June until 30 September, consumers can scan QR codes on promotional 250ml cans of Costa Coffee Latte, Caramel Latte and Vanilla Latte variants. The on-pack will also run across 4x250ml promotional packs of Costa Coffee Latte and Caramel Latte. All packs will be illustrated with a bright ‘Dopamine’ design inspired from the current Gen Z dopamine dressing trend of wearing clothes that enhance your mood to appeal to younger consumers. The QR code will allow shoppers to access a Costa game and the chance to win thousands of exclusive prizes.
The promotion will maintain visibility of Costa Coffee’s RTD chilled coffee range throughout the summer months, claims CCEP. The range is already enjoying 47% volume growth and 59% value sales growth, making it the fastest growing major RTD chilled coffee brand in GB and outperforming the successful and growing RTD coffee segment which is now worth £280.5m (Nielsen), states the firm.
The on-pack promotion is supported by a summer marketing campaign that includes social media video content, nationwide out-of-home advertising, sampling in high footfall areas of London, and experiential festival partnerships with Pride, Mighty Hoopla, Barcode Festival, Car Fest and Kendal Calling.
Pippa Foster, associate director of commercial development at CCEP GB, says: “Our first ever on-pack promotion and uplifting summer campaign will reward our Costa Coffee fans with exclusive experiences and prizes. The Costa Coffee chilled RTD range has already enjoyed tremendous value and volume sales growth over the last year [ibid], and is now the fastest growing major chilled coffee brand in GB [ibid], so we’re confident this will help maintain the growth momentum.”
“The RTD chilled coffee sector in convenience is growing ahead of the total market [Nielsen] so we wanted to further incentivise convenience retailers to get behind the on-pack promotion by giving something back to them and their local communities in addition to the existing prizes for their shoppers. We’d urge retailers to find out more at My.CCEP.com.”
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