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Monday 25 June, 2018


COCA-COLA LAUNCHES NEW SUMMER OF EXPERIENCES CAMPAIGN

  • New summer campaign returns in July on glass bottles of Coca-Cola
  • Consumers have a chance to win thousands of unforgettable experiences
  • Campaign aims to help operators tap into the growing ‘experience economy’ trend[1]

Coca-Cola European Partners (CCEP) is offering consumers a summer of unforgettable experiences with a new Coca-Cola Summer campaign across its iconic glass bottle, which is set to launch in the licensed channel this July.

From 25th June until 26th August, unique codes will be printed on promotional Coca-Cola Classic, Coca-Cola Zero Sugar and Diet Coke glass Icon bottles. Consumers can enter the codes online and instant winners can choose one of ten once in a lifetime experiences, from whale watching in Iceland to a meditation trip in Italy.

With research showing that millennials are driving the “experience economy”[2], the promotion is designed to appeal to this consumer group by linking the refreshing taste of Coca-Cola during the summer to the feeling of trying a new experience.

A new, simple and vibrant sun graphic inspired by the iconic Coca-Cola red disc and archive Coca-Cola Summer imagery will feature on the promotional 330ml glass bottles and the campaign will be supported by marketing activity that includes TV, Radio, social media, out-of-home advertising and 15,000 POS kits for licensees. The kits include posters, sun shaped coasters and table talkers as well as promotional stickers and back bar display solutions. All will carry the striking Cola-Cola sun motif and will be available upon request from CCEP’s customer hub and via its field sales team.

Simon Harrison, customer marketing director GB at Coca-Cola European Partners, said: “The aim of this year’s Coke summer promotion is to connect with consumers that really value trying something new. The once-in-a-lifetime trips and experiences on offer will help licensees to boost their sales by creating excitement around soft drinks in their outlet.

“Our Coca-Cola Summer campaign ran for the first time last year on glass icon bottle within the licensed channel. Over the four week period the activity saw more than 127,000 entries in the licensed channel and we’re confident that this year will drive further engagement and entries.


[1] Cardinal research: The pub goers survey 2017

[2] Cardinal research: The pub goers survey 2017

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