Coca-Cola European Partners has revealed its Christmas 2016 activations, which include the return of its television commercial and Truck Tour, and the launch of a new charity initiative to provide meals to those in need.
The first of two on-pack promotions sees Coca-Cola partner with FareShare. The UK-wide charity fights food waste and hunger, by redistributing good food that might otherwise go to waste, to charities and community groups that support vulnerable people.
Through the activation, consumers can scan special labels on promotional 500ml PET bottles of new Coca-Cola Zero Sugar, Coca-Cola Classic, Diet Coke and Coca-Cola Life and 1.25ltr promotional bottles of Coca-Cola, Coca-Cola Zero Sugar and Diet Coke using their smartphones, and upload the images to a dedicated website. Each image upload will trigger a donation to FareShare that will provide one meal to someone in need, adding to the 18.3 million meals it provides each year nationwide.
Lindsay Boswell, CEO of FareShare said: “We have been working in partnership with Coca-Cola for the last two years, to make best use of their surplus stock within our food redistribution network. This on-pack campaign is an exciting development to our partnership, that will not only raise awareness of FareShare and the lifeline we provide to charities working with hungry and vulnerable people, but will also raise vital funds to support our operation, helping us to redistribute more food to more people in need.”
Meanwhile, the Coca-Cola Christmas Truck Tour is back again for 2016. This year it will visit 43 locations around Great Britain. The tour will be promoted on future consumption formats, including 1.75L bottles and 330ml can multipacks of Coca-Cola Zero Sugar, Coca-Cola Classic and Diet Coke. The promotional packs will also give consumers a chance to win a visit from the truck to their home a few days before Christmas. A festive gift hamper is also up for grabs, containing electrical goods and gift vouchers worth £5,000.
These promotions will launch from the beginning of November, ahead of the first airing of the ‘Holidays are Coming’ advert in mid-November.
Caroline Cater, operational marketing director GB at Coca-Cola European Partners, said: “Coca-Cola is synonymous with Christmas, and this year’s festive campaign offers a blend of exciting experiences to bring the season to life, together with opportunities to provide meals to people in need across GB, reinforcing the spirit of Christmas as the season of giving.”
“The arrival of our Christmas Truck Tour into towns can help retailers further drive sales, at a time when the soft drinks market already typically sees a spike. 95% of households purchased soft drinks last year on the lead up to Christmas, and we’re confident that these promotions will help to boost sales this year, ensuring that the Coca-Cola brand is once again the Christmas drink of choice.”