Serving up some big sales

Strawberries and Cream in a brandy snap basket with tennis raquets and ball

Wimbledon gives independent retailers the opportunity to cash in on soft drinks sales as consumers stock up before they settle down in front of the TV.

The Wimbledon tennis championships, due to take place from 1 July to 14 July 2019, is one of the most popular televised sporting events with a total of 26 million people watching last year’s tournament on the BBC.
Consumers will be glued to the TV during the tournament and will stock up on soft drinks to keep them going through those epic grass court battles.
Independent retailers can capitalise with a well merchandised display of soft drinks.
“Arranging a night in with family and friends to get together and watch televised sporting occasions like the Wimbledon is becoming increasingly popular, and has created a significant opportunity for retailers to cater for groups socialising at home,” comments Amy Burgess, Senior Trade Communications Manager at Coca-Cola European Partners (CCEP).
With figures from the Office of National Statistics showing that 20 per cent of adults in the UK do not drink alcohol at all, it’s clear that soft drinks provide a major opportunity for retailers to increase their sales to those enjoying nights at home.
Sharing formats are a frontrunner for these occasions, and with matches scheduled all week, ensuring shelves are stocked up with well-known brands can help maximise sales.
“Creating eye-catching displays can help increase sales, especially impulse buys. Additionally, cross merchandising soft drinks with barbecue items and food, and offering ‘meal deal’ type offers is a great sales opportunity for retailers, providing consumers with value for money,” adds Burgess.
“In order to make the most of these displays, retailers should proactively look ahead and see which notable music festivals or sports events are coming up, and it may be worth putting together displays themed around these events in order to leverage the high level of interest that can be generated ahead of these occasions.”
Consumers are becoming more adventurous than ever and are looking to experiment with new and exciting variants of their favourite soft drinks. To tap into this, CCEP recently unveiled two new light cola flavours. Diet Coke Twisted Strawberry has a tangy and exotic taste, and Coca-Cola zero sugar Raspberry offers consumers a palette-pleasing fruity flavour.
7.4 million households in GB buy flavoured colas, equating to an increase of 1.7million buyers over the last year adding +30% growth to flavoured colas in 2018 (Kantar), demonstrating the clear opportunity for more flavour variety within this well-established soft drink sector.
The launch of Diet Coke Twisted Strawberry and Coca-Cola zero sugar builds on the success of Coca-Cola zero sugar Peach, Diet Coke Feisty Cherry and Diet Coke Exotic Mango. Launched in March last year, the variants are now worth more than £20m, with almost 60% of these sales incremental to the cola segment (Kantar).
The flavoured carbonate segment is now worth £773.5m, and CCEP’s Fanta brand is worth £192.3m (Nielsen). To help retailers make the most of this, CCEP has evolved its portfolio with a new grape-flavoured addition to the Fanta Zero range, Fanta Grape Zero. Fanta Zero alone is worth £55.1m (Nielsen) and recruited 645,000 new shoppers in the past 12 months (Kantar).
The new product was launched following huge demand for the flavour on social media by Fanta’s core consumers. With one third of young adults aged between 16 and 19 in Great Britain drinking Fanta, CCEP listened to what this consumer group wants with its latest innovation.
Fanta Grape Zero, made with natural flavours and soft drinks tax-exempt, is available in a 330ml can and a 500ml PET bottle for instant consumption occasions, and 4x330ml can multipack and 2L PET bottle for future consumption.
In February 2019, CCEP expanded its Capri-Sun portfolio, which is the number one juice brand in GB and worth more than £69million (Nielsen), by introducing a new cherry variant.
Capri-Sun Cherry taps into the latest trends, with cherry becoming the fastest-growing flavour in the soft drinks category and increasing in value by £17m in 2018 (Nielsen).
The new Soft Drink Tax-exempt variant, which contains no preservatives or artificial flavourings, is available in 330ml resealable pouches and features a new safety cap that’s designed to prevent choking. This will be introduced across the 330ml Capri-Sun range in 2019 and will come in cardboard shelf-ready-packaging that displays key product messages to shoppers. It can also be easily stacked providing an ambient secondary display solution for retailers.
The new Capri-Sun Cherry and wider 330ml Capri-Sun portfolio is being supported throughout 2019 by a £1million consumer advertising campaign, which includes bespoke social media content.
On-pack promo
Britvic is helping convenience retailers drive sales this summer with a new on-pack promotion across its Robinsons Refresh’d range.
With promotional packs rolling out now until mid-June, shoppers will have the chance to win exciting Wimbledon experiences – from branded towels to VIP tickets to a tennis match during the tournament.
Celebrating the brand’s 84 year association with Wimbledon, Robinsons is also running a £3m campaign over the summer months, which includes a TV campaign going live at the beginning of May as well as in-store, radio and social media activations.
Running across all three flavours in the range – Raspberry and Apple, Orange and Passionfruit, and Apple and Kiwi – shoppers need to scan the QR code on-pack for the chance to win. They will then be asked to answer one question and those supplying the correct answer will be added to the weekly prize draw.
Rachel Phillips, OOH Commercial Director at Britvic, comments: “Robinsons Refresh’d is perfectly placed to help drive summer sales, and the Wimbledon tournament is watched and celebrated across the country. That means our on-pack promotion for shoppers to win Wimbledon themed prizes will drive brand awareness during a key seasonal peak for soft drinks. With Robinsons Refresh’d available in 500ml bottles including price-marked packs, it is a great option for retailers to include in meal deals or as part of a picnic offering – making sure the bottles are chilled so that they can be enjoyed straight away.”
The on-pack promotion will be on standard and price-marked 500ml bottles, with prize draws running until the end of July.