Coke to celebrate holiday destinations with summer campaign

Coke Summer

Coca-Cola European Partners is to introduce its Share a Coke campaign on its iconic glass bottles in the licensed trade this summer.

Running for six weeks in July and August, it will see the logo on glass bottles of Coca-Cola Classic, Coca-Cola Zero Sugar and Diet Coke joined by the names of some of the world’s top holiday destinations – building on the success of its off-trade bottles carrying people’s first names.

Consumers will get the chance to win a dream holiday for two plus £1,000 spending money to one of 12 popular destinations by entering a unique code found on the bottle label into a weekly online prize draw.

The activation will appear across 13million Coca-Cola Icon bottles. It comes as the brand’s glass bottle range continues to prove ever popular with consumers, with sales up £14million, according to CGA Strategy on-trade figures for December 2016.

A £10million marketing investment will support the summer campaign, including radio, out-of-home advertising and digital to drive consumer awareness of the promotion running in licensed outlets.

Rob Harris, out of home director GB at Coca-Cola European Partners, said: “With soft drinks now the second biggest category by share of serve for the licensed channel, there is a sizeable opportunity for licensees to maximise their cola sales through this extremely popular campaign.

“Share A Coke is a global phenomenon that took product personalisation to the next level, enhancing the experience for consumers. We are excited to build on its success by launching this well-loved concept on Icon bottles for the first time.

“The promotion will create a summer holidays buzz, engaging young adult consumers whilst helping to drive transactions for licensees.”

Coca-Cola European Partners has also launched a new Perfect Serve programme for Coca-Cola to help licenced operators grow their soft drinks sales.

A new video hosted at plus on-site customer demonstrations have launched this month to show staff how to pour the perfect serve of a chosen Coca-Cola product. The programme is divided into three simple steps:

  • Perfect Choice – Offering a choice of the three Coca-Cola variants plus bottle or draught.
  • Perfect Serve – Importance of glassware, volume of ice and garnish.
  • Perfect Time – When to offer a second drink to drive spend.

The programme will be supported by trade press advertising and branded in-house support materials such as posters and leaflets to prompt staff to deliver the perfect serve of Coca-Cola every time and to make consumers more aware of the Cola-Cola options available.

As part of the initiative, participating venues will be mystery shopped from the end of August until the end of November. Bar staff following the Perfect Serve steps will be instantly rewarded with £20 of Amazon vouchers.

Rob said: “One in five UK adults are now teetotal but when they go out to a bar or restaurant they still want a perfectly served drink that stands apart from what they would have at home or on the go. Our Perfect Serve programme is about helping venue staff deliver that premium soft drink experience consistently.

“The programme also reveals new research that says that 75% of guests prefer their Coca-Cola to be served from the original glass Coca-Cola bottle whilst in a licensed environment. But with only one in four licensed outlets stocking this format, the platform shines a light on a huge trade opportunity to respond to what consumers actually prefer.

“We want bar staff to be proud of the drink they are serving and the premium glassware and iconic Coca-Cola glass bottles equip them with the tools to boost their sales and reputation for serving quality, whilst giving their guests a reason to come back for a second serve, and a repeat visit.”

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