Coca-Cola European Partners (CCEP) is offering consumers a summer of experiences with a new Coke Summer campaign, which will also feature across Sprite, Fanta and Dr Pepper for the first time.
From the 25 June until 26 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.
A new sun graphic inspired by the 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 multipack cans across all of these brands excluding Dr Pepper.
The campaign will be supported by marketing activity that includes TV, radio, social media, out-of-home advertising and in-store 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.
“Our Coca-Cola summer campaigns have always been popular and our 2017 activity saw us achieve our highest ever on-pack redemption, with more than 1.5million entries. We’re back again this year with an even bigger campaign extending across our sparkling portfolio, in line with research that shows consumers purchase more brands in the warmer months.”