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Product news: CCE's Christmas Truck Tour returns as festive campaign gets under way

Merril Boulton ·

Coca-Cola European Partners (CCEP) is gearing up to spread some festive cheer, as it reveals its Christmas 2017 campaign, which includes the return of the iconic Coca-Cola Christmas Truck Tour, ‘Holidays Are Coming’ TV advert, limited-edition Christmas packs, and sponsorship of Capital FM’s Jingle Bell Ball.

With over 95% of households enjoying soft drinks during the festive period , Coca-Cola is looking to encourage consumers to get into the Christmas spirit with the launch of limited-edition festive packs. The packs will include the iconic image of the Sundblom Father Christmas enjoying a bottle of Coca-Cola. Rolling out from the middle of November, the graphics will feature on Coca-Cola Zero Sugar, Coca-Cola Classic and Diet Coke and across 330ml cans, 500ml PET bottles, 1.25lt and 1.75lt bottles as well as the wrapping on multipacks.

In addition - and to support the increase in at-home dining with friends and family during the festive season - a new 4x250ml glass bottle multipack with Christmas snowflake graphics will also be available.

The new packs will be supported by the return of the much anticipated ‘Holidays Are Coming’ advert which will air from the middle of November. The Coca-Cola Christmas Truck will then begin touring Great Britain, visiting 53 locations nationwide, helping to support retailers by building consumer excitement around the festive season throughout November and December. Every truck stop will also include recycling bins fitted with sound chips that are activated when someone recycles a can or bottle, a follow-up to Coca-Cola’s recent ‘Love Story’ recycling advert, part of Coca- Cola’s biggest-ever communications campaign on recycling to encourage more people to recycle in Great Britain.

Coinciding with the Coca-Cola Christmas Truck Tour is Capital FM’s 9th annual Jingle Bell Ball in partnership with Coca-Cola. One of the UK’s biggest Christmas parties, the musical extravaganza will be pre-promoted to Capital’s 8.1 million weekly listeners and the 32,000 attendees will each receive a sample of Coca-Cola Zero Sugar.

Simon Harrison, Customer marketing directing at Coca-Cola European Partners GB, said: “Coca-Cola is a brand that has become synonymous with Christmas with many people considering the launch of the ‘Holidays Are Coming’ advert and the Coca-Cola Truck tour as the unofficial start of the festive season.

"With over half of consumers starting Christmas preparation before December, we’re looking to encourage early sales by launching our Christmas activity in November. Last year more than 10 million more shopping baskets included a soft drink during Christmas compared to 2015, and we expect this year to be even bigger, showing the huge opportunity for retailers during the festive period.

With all the activity we have planned we’re confident that Coca-Cola will continue to be the soft drink of choice for Christmas 2017.”

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