Coca-Cola Gets Christmas Countdown Underway
Coca-Cola European Partners is adding a sprinkle of magic to the festive season as it unveils Coca-Cola’s Christmas 2016 activations, which include the return of its iconic television commercial and Truck Tour, and the launch of a brand new charity initiative to provide meals to those in need.
"Coca-Cola European Partners is adding a sprinkle of magic to the festive season as it unveils Coca-Cola’s Christmas 2016 activations, which include the return of its iconic television commercial and Truck Tour, and the launch of a brand new charity initiative to provide meals to those "in need. The first of two on-pack promotions from the number one soft drinks brand sees Coca-Cola partner with FareShare. The UK-wide charity fights food waste and hunger, by redistributing good food that might otherwise go to waste, to charities and community groups that support vulnerable people. These organisations transform the food into nutritious meals, which they provide alongside life-changing support.
Through the activation, consumers can scan special labels on promotional 500ml PET bottles of new Coca-Cola Zero Sugar, Coca-Cola Classic, Diet Coke and Coca-Cola Life and 1.25ltr promotional bottles of Coca-Cola, Coca-Cola Zero Sugar and Diet Coke using their smartphones, and upload the images to a dedicated website. Each image upload will trigger a donation to FareShare that will provide one meal to someone in need, adding to the 18.3 million meals it provides each year nationwide. Lindsay Boswell, CEO of FareShare said: “We have been working in partnership with Coca-Cola for the last two years, to make best use of their surplus stock within our food redistribution network. This on-pack campaign is an exciting development to our partnership, that will not only raise awareness of FareShare and the lifeline we provide to charities working with hungry and vulnerable people, but will also raise vital funds to support our operation, helping us to redistribute more food to more people in need.”
Meanwhile, the anticipated Coca-Cola Christmas Truck Tour is back again for 2016. This year it will visit 43 locations around Great Britain, helping to support retailers located nearby by building consumer excitement around the festive season. Samples of Coca-Cola Zero Sugar, Coca-Cola Classic and Diet Coke will also be available to consumers. The tour will be promoted on future consumption formats, including 1.75L bottles and 330ml can multipacks of Coca-Cola Zero Sugar, Coca-Cola Classic and Diet Coke. The promotional packs will also give consumers a once-in-a-lifetime chance to win a visit from the iconic truck to their home a few days before Christmas. A festive gift hamper is also up for grabs, containing electrical goods and gift vouchers worth £5,000. These promotions will launch from the beginning of November, helping to build excitement ahead of the first airing of the much-loved ‘Holidays are Coming’ advert in mid-November, hailed by many as the official start of Christmas.
Caroline Cater, operational marketing director GB at Coca-Cola European Partners, said: “Coca-Cola is synonymous with Christmas, and this year’s festive campaign offers a blend of exciting experiences to bring the season to life, together with opportunities to provide meals to people in need across GB, reinforcing the spirit of Christmas as the season of giving.”
“The arrival of our Christmas Truck Tour into towns can help retailers further drive sales, at a time when the soft drinks market already typically sees a spike. 95% of households purchased soft drinks last year on the lead up to Christmas, and we’re confident that these promotions will help to boost sales this year, ensuring that the Coca-Cola brand is once again the Christmas drink of choice.”
Source: Coca Cola
