Coca-Cola set to bring a smile and Coca-Cola Zero promotions to retailers and consumers this April

Monday, March 16, 2009

Coca-Cola has quickly recognised that consumers are increasingly seeking value and positivity in the current recessionary environment. As a result, this April, Coca-Cola Enterprises (CCE) is launching an exciting new on-pack promotion on limited edition bottles of 'Coca-Cola' and 'Coca-Cola Zero'.
For one month only, the iconic brand will give consumers the opportunity to win one of a million 'Coca-Cola' Zero bottles available with the purchase of a 500ml 'Coke' or 'Coke Zero'.  On every 2L bottle of 'Coke' purchased the consumer can claim a free 2 Litre bottle of 'Coke Zero' 2 Litre through the 'Coke Zone' online loyalty program.

The 500ml bottle promotion is an instant win for consumers who, on purchase, will be instructed to peel off the label to reveal if they have a winning pack immediately. The winning label and bottle can then be redeemed on the spot at all participating retailers.  On the 2L bottle promotion, consumers will be able to obtain the free product by entering a special twelve digit number featured on each 'Coca-Cola' 2L pack via the internet at www.cokezone.co.uk. They will then be directed to print off a coupon which can be redeemed at all participating retailers. Additionally consumers can collect points for their choice of a significant number of desirable rewards.

'Coca-Cola' is the UK's number one soft drink worth nearly £515m[1]. Launched in summer 2006, 'Coca-Cola' Zero has been hailed as the biggest NPD launch in the last three years by AC Nielsen and is already worth £56m[2].

Donna Warren, Impulse Shopper Marketing Controller at CCE comments: 'Coca-Cola' has a reputation for innovative and rewarding on-pack promotions which receive great response rates from consumers. Our consumer research shows that, in the last four weeks, 75% of 'Coca-Cola Zero' drinkers have also drunk 'Coca-Cola' or 'diet Coke'. This demonstrates a strong purchasing link between the two brands offered in this new promotion[3].

"We're confident the 'Win a Coke Zero' promotion, along with the £3m investment in the brand in 2009, will be a motivating incentive to drive sales amongst the primarily male target audience. For retailers, this should help to boost their soft drinks sales and add incremental profit to the category.  Retailers should ensure they stock up on 'Coca-Cola' Zero 500ml bottles to ensure they are able to redeem any lucky winners that come into their store."

This exciting promotion will be supported by a £3m (or multi-million pound) marketing campaign in April. This builds on the hugely successful Happiness Factory campaign will run across TV, cinema, radio and outdoor sheets.

1. ACNielsen: Value Sales MAT 52 w/e 17.01.09
2. ACNielsen: Value Sales MAT 52 w/e 17.01.09
3. TNS World Panel  Needs a date.

Notes to editors

'Coca-Cola' and 'Coke' are registered trade marks of                                    The Coca-Cola Company.

'Coca-Cola' Zero is a trade mark of The Coca-Cola Company.

'Coke Zone' is a trademark of The Coca-Cola Company.

For further information please contact:

Kat Miller - Kat@mercieca.co.uk 020 7485 0100

Frankie Mercieca - Frankie@mercieca.co.uk 020 7485 8584

Anna Carradice French - Annac@mercieca.co.uk