Serving up an opportunity

Soft drinks firm aims to put some fizz in summer sales

• The Perfect Serve is broken into three main steps and holds the potential to boost sales.

COCA-COLA European Partners (CCEP) is launching the Summer Share a Coke campaign on its Icon glass bottles for the first time with the aim of boosting on-trade sales throughout the season.

Running for six weeks through July and August, the Share a Coke activity will see 13 million glass bottles in licensed venues featuring the names of 12 top holiday destinations.

The promotion will create a summer holidays buzz, engaging young adult consumers.

Customers will get the chance to win a holiday for two to one of the destinations, plus £1000 spending money; a code can be found on each bottle label, with a weekly online prize draw taking place throughout the campaign.
As well as appearing on the branded bottles, the campaign will also be supported by a £10 million marketing investment throughout the summer months, including radio, out of home, and digital advertising to drive consumer awareness of the on-trade promotion.

Operators can also get their hands on point of sale kits to further boost awareness of the campaign.
Rob Harris, out of home director GB at CCEP, said: “We are excited to build on this well-loved concept on Icon bottles for the first time.

“The promotion will create a summer holidays buzz, engaging young adult consumers whilst helping to drive transactions for licensees.”
Elsewhere, CCEP has launched a new Perfect Serve programme to further drive soft drinks sales.
A new video, plus on-site demonstrations, launched last month to show staff in participating venues how to pour the perfect soft drink.

It’s divided into three steps: Perfect Choice – offering a choice of the three Coca-Cola variants plus bottle or draught; Perfect Serve – highlighting the importance of glassware, ice and garnish; Perfect Time – knowing when to offer a second soft drink.

Participating outlets will be visited by mystery shoppers from the end of August until the end of November; bar staff successfully following the steps will receive £20 worth of Amazon vouchers.