Coca-Cola European Partners (CCEP) has announced a new Relentless on-pack promotion to help retailers grow their energy sales by tapping into the increasing popularity of urban music and festivals in Great Britain.

Relentless’ ‘Tickets and Tracks’ promotion will see a unique code printed under the black tab of promotional cans across the brand’s full portfolio of six flavours. This allows the consumer to download a free Defected Records track from DJs and artists, with 10 available to collect.

The code will also enter the consumer into a daily prize draw to win a pair of tickets to major UK festivals like Reading and Leeds. One winner will be selected every day during the promotion, which will run for 100 days from July to October and is supported by in-store POS.

The activation follows Relentless’ new partnership with Defected Records, the UK’s leading house music record label, and is designed to help the brand continue to align with its loyal fan base of music enthusiasts.

Research suggests 76% of Relentless’ target audience attend one or more music festivals in a year. With this in mind, the promotion will look to incentivise repeat purchase among fans and encourage new consumers to try the Relentless range, helping drive retailer sales.

Simon Harrison, operational marketing director GB at Coca-Cola European Partners, said: “Relentless has connected with urban music fans through its targeted marketing campaigns and activations, and this new on-pack promotion and partnership with Defected Records will help to further build brand loyalty. This new partnership is also another example of how we’re energising our portfolio of leading brands through really engaging brand initiatives.

“As the festival season kicks off, consumers will increasingly look to enjoy their favourite energy drinks and this activation will help retailers increase their summer soft drink sales.”