It is offering on-trade customers bespoke point-of-sale materials and themed packs of its 330ml bottle to drive visibility and rate of sale around Coca-Cola and Coke Zero.
CCE has sponsored the FIFA World Cup since 1978 and is working closely with its managed, leased, tenanted and freetrade customers to help drive soft drink sales in the lead-up to and throughout the tournament. The 330ml Coca-Cola and Coke Zero glass bottles will feature 2014 FIFA World Cup graphics.
The investment support includes the distribution of nearly 7,000 POS kits and limited-edition ball-in-box giveaways, FIFA World Cup branded beer mats, posters, T-shirts and back bar displays as well as footfall-driving sampling squads near licensed venues giving out free Coke Zero vouchers.
The investment follows research by HIM which showed that a fifth of people planned to watch the 2010 FIFA World Cup™ matches in a pub.
Wes McKenna, sales director – cold at CCE, said: “The potential for licensees during the 2014 FIFA World Cup period is huge. Experience has shown that when pubs and bars make the most of the impactful POS and profile-raising promotions available during football tournaments, they have the potential to make a big impact on sales.
“We are working closely with our on-trade customers to help drive soft drink sales over the summer period. With so many people planning to watch the matches in a pub and the games taking place throughout the evening, our plans will drive visibility and rate of sale to help our customers to make the most of this significant opportunity.”
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