Coca-Cola is Launching On-Pack Promotions for UEFA EURO 2020
Michael Hemsworth — May 5, 2021 — Marketing
References: cocacolaep & conveniencestore
Coca-Cola European Partners (CCEP) is launching a series of on-pack promotions to help celebrate the upcoming UEFA EURO 2020 and provide shoppers with the chance to win a series of fantastic prizes. Starting May 25, shoppers will be able to scan the QR codes on specialty marked bottles and cans to find out if they are the winner of thousands of prizes instantly. An additional launch will take place on June 1 that will open up an additional 5,000 limited-edition branded footballs for consumers to have the chance at winning.
Associate Director Commercial Development at CCEP GB Paul Hiskens spoke on the new on-pack promotions saying, "The Coca-Cola brand always delivers during the football – and even with lots of sporting events cancelled last year, we still achieved 9% value growth in grocery and convenience [Nielsen Total coverage GB incl discounters MAT VAL to 26.12.20]. Our large PET bottles and multipacks of cans are performing especially well, with our 24-can multipack alone adding £111m in value over the last year [ibid]. This is down to an increase in at-home occasions which we see as a continuing opportunity for the foreseeable future. The UEFA EURO 2020 promotion featuring on on-the-go formats will help reignite the sales of immediate consumption soft drinks which will start to increase as restrictions continue to ease and there are more people out and about. Now is a great time for convenience retailers to get their on-the-go soft drink core range back in order!”
Image Credit: CCEP
Associate Director Commercial Development at CCEP GB Paul Hiskens spoke on the new on-pack promotions saying, "The Coca-Cola brand always delivers during the football – and even with lots of sporting events cancelled last year, we still achieved 9% value growth in grocery and convenience [Nielsen Total coverage GB incl discounters MAT VAL to 26.12.20]. Our large PET bottles and multipacks of cans are performing especially well, with our 24-can multipack alone adding £111m in value over the last year [ibid]. This is down to an increase in at-home occasions which we see as a continuing opportunity for the foreseeable future. The UEFA EURO 2020 promotion featuring on on-the-go formats will help reignite the sales of immediate consumption soft drinks which will start to increase as restrictions continue to ease and there are more people out and about. Now is a great time for convenience retailers to get their on-the-go soft drink core range back in order!”
Image Credit: CCEP
Trend Themes
1. On-pack Promotions - Brands could leverage on-pack promotions to drive sales and engagement during events or seasons related to their target audience.
2. QR Code Scanning - The use of QR codes can help brands to instantly track their promotional campaign's performance and gather consumer insights.
3. Limited-edition Products - Limited-edition products that tap into popular events or seasons can create a sense of exclusivity and urgency that drives customer engagement and loyalty.
Industry Implications
1. Beverage Industry - Beverage companies could use on-pack promotions, personalized bottles, or limited-edition drinks to create excitement and drive sales during events and seasons related to their target audience.
2. Retail Industry - Retailers could leverage popular events or seasons by highlighting products related to them on shelves, offering on-pack promotions, and creating limited-edition products that appeal to their target audience.
3. Marketing Industry - Marketing agencies could help brands to design and execute engaging on-pack promotions and campaigns that tap into popular events or seasons and create buzz around a brand or product.
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