Coca-Cola European Partners will launch a new charity initiative to provide meals to those in need, as well as bringing back its television commercial and truck tour, as part of its Christmas activations for 2016.
The first of two on-pack promotions from the soft drinks brand will see Coca-Cola partner with FareShare, the UK-wide charity that 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 important 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, as well as 1.25 litre promotional bottles of Coca-Cola, Coca-Cola Zero Sugar and Diet Coke, using their smartphones. They can then upload the images to a dedicated website, with each image triggering a donation to FareShare that will provide one meal to someone in need.
FareShare CEO Lindsay Boswell 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.”
Coca-Cola’s Christmas truck tour will return for 2016, visiting 43 locations around Great Britain and helping to support local retailers 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 1.75 litre bottles and 330ml can multipacks of Coca-Cola Zero Sugar, Coca-Cola Classic and Diet Coke. The promotional packs will also give consumers the chance to win a visit from the truck to their home a few days before Christmas. A festive gift hamper is also on offer, containing electrical goods and gift vouchers worth £5,000.
The promotions will launch from the beginning of November, helping to build excitement ahead of the first airing of Coca-Cola’s Holidays are Coming advert in mid-November.
Caroline Cater, operational marketing director GB for 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.”
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