Coca-Cola has unveiled a new on-pack promotion across its Coca-Cola Original Taste and Coca-Cola Zero Sugar variants, encouraging fans to connect with friends and unlock chances to win unique experiences at major music and sporting events this summer.
The new ‘Endless Summer’ promotion is giving shoppers the chance to win one of 295 pairs of tickets across UEFA EURO 2024 in Germany, top music festivals across Europe, and the 2024 Summer Olympic Games hosted in Paris with spending money provided for any event outside of Britain.
Alongside the consumer campaign, independent retail, food-to-go, license and wholesale customers will also be given the chance to win UEFA EURO 2024 tickets and spending money via CCEP’s trade website My.CCEP.com. More details will be available on the site from the middle of April.
The ‘Endless Summer’ on-pack promotion runs for seven weeks from 1 April until 19 May, with a total of 295 pairs of tickets up for grabs. The campaign is designed to help retailers tap into key consumer passion points and experiences and help drive their Coca-Cola Original Taste and Coca-Cola Zero Sugar sales in the run up to summer.
To enter the free prize draw, shoppers are invited to scan QR codes on promotional packs, which will direct them to the Coke App. Once registered, they can then play an exclusive mini game within the Coke App to earn wrist bands, that can be used to enter the prize draws.
Prizes include festival tickets for All Points East, Boardmasters, Brighton Pride, Sziget in Budapest, Lollapalooza Berlin and more, plus tickets and spending money to the UEFA EURO group stages and quarter finals in Germany. Entrants are also in with a chance to win tickets, accommodation, and spending money for the 2024 Summer Olympic Games in Paris.
Featuring an eye-catching wrist band design, promotional packs include plain and price marked 330ml cans, 500ml PET bottles, and multipack cans of Coca-Cola Original Taste and Coca-Cola Zero Sugar. QR codes on non-promotional packs will also take shoppers to the Coke App where they can enter.
The on-pack promotion will be supported by an integrated marketing campaign which includes paid social media and influencer activity; online TV, digital and out of home advertising throughout April and May. Convenience retailers can request campaign POS and digital assets from My.CCEP.com to support the promotion in-store.
Rob Yeomans, vice-president, commercial development at Coca-Cola Europacific Partners (CCEP) GB, said: “We know that football and music are key passion points for consumers in GB, and this summer there’s no shortage of either.
“However, at the same time, we understand that many shoppers continue to be careful with their spending. So, we wanted to give our brand fans the chance to turn their dreams of experiencing live music and sporting celebrations this summer into a reality, alongside helping customers to drive sales in store as well.”
Florence Wheatley, associate marketing manager, Coca-Cola Great Britain, added: “The Endless Summer promotion is our way of helping teens and young adults gain access to the most exciting summer line up. By offering tickets to music festivals, UEFA EURO 2024, the Olympic Games Paris 2024, we’re looking forward to facilitating Real Magic moments across Europe this Summer.”
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