Fanta and Dr Pepper Launch Consumer On-pack Promotion

Monday, March 03, 2008

This March, Coca-Cola Enterprises Limited (CCE) is launching two thrilling on-pack promotions, giving consumers the chance to win one of millions of music and game prizes with special packs of consumer favourites 'Fanta' and 'Dr Pepper'.
'Fanta', a brand currently worth over £100 million , has joined forces with Play.com to offer lucky consumers £500,000 worth of playful prizes, ranging from gadgets to game consoles. Founded in 1998, Play.com is the fourth largest UK e-tailer, dispatching over six million products in December 2006 .

To enter, consumers simply enter the special code on promotional packs via the internet or text. Details will then be stored and draws will be held every 15 minutes. As an added bonus, all consumers who enter more than twice will receive a voucher for Play.com. Prize draws will be running from 10am - 10pm every day, with a total of 4,032 draws throughout the 84 day period of the promotion. Every consumer that enters the draw will also receive a free 'Fanta' game for their mobile phone.

'Dr Pepper', worth a huge £56.8 million, is offering consumers a free ring tone with every pack. The promotion starts on the 31st March and runs for 6 weeks. The UK ringtone market is currently worth over £60million each year , with 31% of adults aged 15-34 years purchasing a ring tone within the last three months , this popularity within the teen target audience is a great opportunity to drive soft drinks sales in-store.

The limited edition 500ml and 330ml packs will display the slogan 'Text us free - What's the worst that could happen?' instead of the iconic 'Dr Pepper' logo,  a humorous reference to the chance that the consumer will receive either a popular or funny ringtone. 'Dr Pepper' prizes can be collected by entering 12 digit codes found on promotional packs online or via a free text message. Consumers will then receive a text back with a WAP push to download the ringtone.

The 'Fanta' and 'Dr Pepper' promotions are backed by a £3.3 million marketing investment, building on successful on-pack promotions which have run for the past four years. The marketing campaign includes a sampling campaign, plus television, cinema and digital media campaigns to drive teen participation and frequency, as well as PR.

Steve Fry, Head of Teen Brands at CCE comments:
"CCE feel the Fanta and Dr Pepper promotions are a great opportunity for retailers to drive sales as they appeal to core teen and young adult consumers. It's important for us to offer prizes that our core consumers will genuinely be interested in, and following extensive consumer research we are sure both promotions will be popular and drive incremental sales in store."

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