Staying out for the summer

CCEP targets ‘experience economy’ in new summer campaign

Coca-Cola’s on-trade summer comp bottles.

SOFT drinks giant Coca-Cola European Partners (CCEP) is giving consumers in the on-trade the chance to win “unforgettable experiences” with its new summer campaign as the firm aims to tap into the ‘experience economy’ trend.

Launching this month, unique codes will be printed on Coca-Cola’s 330ml glass bottles; consumers can then enter the codes online with winners able to choose from ten different experiences, such as whale watching in Iceland or a meditation trip to Italy.

Coca-Cola said the new marketing drive will appeal to millennials – who, according to research conducted by Cardinal, are driving the experience economy – by linking the soft drink to new experiences.

Bottles which are part of the promotion have had a yellow sun graphic added to the packaging.

The campaign will be augmented by marketing activity across TV, radio, social media and 15,000 new POS kits for licensees.

The kits include posters, sun-shaped coasters and table toppers as well as back-bar displays.

Simon Harrison, customer marketing director GB at CCEP, 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 bottles 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.

“We’d recommend that licensees get stocked up on our range of Coca-Cola glass icon bottles, not only because of our summer promotion but because it is proven that 75% of guests prefer to be served from the original glass bottles of Coca-Cola and are also willing to pay more for it.”