News & Events

Monday 25 June, 2018


COCA-COLA RETURNS WITH BIGGEST EVER SUMMER PROMOTION

 

  • Coca-Cola’s new summer campaign launches in July and has expanded to include Sprite, Fanta and Dr Pepper for the first time ever
  • Consumers have a chance to win thousands of unforgettable experiences
  • Campaign backed by research that shows consumers want to try something new and buy more soft drink brands in the summer months[1]

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[2], 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 inspired by the iconic Coca-Cola red disc and archive Coca-Cola Summer imagery will feature on promotional packs, which will be available 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.


[1] Europanel | Total NARTD  | GB

[2] Bauer Knowledge: The Millennials Chapter (http://www.thedrum.com/bauer/marketing-millennials-importance-experiences)

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