Coca-Cola Europacific Partners (CCEP) has announced a new on-pack promotion for its Coca-Cola Zero Sugar range, tapping into young adults’ passion for gaming to recruit a new generation of consumers.
From 14th February until 25th April, gaming fans can scan QR codes on promotional packs of Coca-Cola Zero Sugar for a chance to access instant wins and to enter weekly prize draws – with the chance to win a host of prizes including Xbox Game Passes for PC, and exclusive Coke branded HyperX headsets.
The promotion will run across the Coca-Cola Zero Sugar range, including the popular cherry and vanilla-flavoured variants, and will include both on-the-go and take-home pack formats.
Marketing support
The on-pack promotion will be supported by a multi-million-pound marketing campaign entitled “Real Thrills, Real Magic” which includes paid social media, out-of-home advertising, in-store activation and digital advertising – along with a new online advert featuring the popular League of Legends video game team. The campaign will align to the Coca-Cola Trademark’s “Real Magic” global brand platform unveiled last Autumn.
Convenience retailers can request POS materials via My.CCEP.com, to create theatre in-store.
“There are more than 35 million gamers in the UK, 71 per cent of whom regularly consume soft drinks while they play, so bringing together GB’s fastest-growing cola brand in retail with a huge part of the entertainment industry is a perfect partnership,” said Martin Attock, Vice President of Commercial Development at Coca-Cola Europacific Partners GB.
“We’d therefore encourage retailers to get behind this campaign in-store to benefit from the growth momentum behind the Coca-Cola Zero Sugar brand, which is worth more than £333 million in retail and growing by 12 per cent.”
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