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Olympic Games on-pack promotion for Coca-Cola brands

30 June
00:00 2008
To celebrate its 80th year of sponsoring the Olympic Games, Coca-Cola Enterprises Limited (CCE) is launching a better-than-ever on-pack promotion across the three core brands Coca-Cola, Coca-Cola Zero and diet Coke, together worth an enormous £944 million in retail sales.

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The Olympic Games on-pack promotion will give consumers the chance to realise their dreams by winning amazing ‘Dream Experiences’, one every day throughout August.

These money-can’t-buy prizes are in six popular prize areas; travel, entertainment, gaming, fashion, sport and music.

Prizes will range from a two week stay with a 21st century eco-tribe in Fiji, spending the day as a stylist behind the scenes at a fashion shoot, expert DJ tuition and VIP access to a Warehouse Project gig, tango and flamenco dance classes in Madrid to the chance to live like a movie star for a day with premiere tickets, after show party and film studio tour and a trip to the British Bobsleigh Championships 2008 in Italy in November with exclusive behind the scenes access and an adrenaline fuelled bobsleigh run with the British team.

The ‘Win a Dream Experience’ promotion will run on all 500ml Coca-Cola, Coca-Cola Zero and diet Coke single packs.

Consumers can participate in the promotion by entering the Coke Zone Code on pack into the Coke Zone website via www.coca-cola.co.uk or by SMS.

Consumers who enter will also be able to use their coke zone points for Olympic themed digital rewards and downloads.

Kenny Chisholm, Trade Communications Manager at CCE comments: “The Olympic on-pack is the latest in a spectacular year of promotions across the core ‘Coca-Cola’ brands, using the innovative Coke Zone website. We are confident the prizes on offer will appeal to 16-29 year olds across the country to drive penetration and frequency among this key age group.

“27% of soft drinks are sold during summer months and the Beijing Olympic Games are predicted to have the biggest ever global TV audience, with an estimated 4 billion viewers tuning in between 8th – 24th August, which makes it one of the biggest, most relevant events of the summer and a key time for growth in the soft drinks market. We are extremely proud to be sponsoring this event for the 80th year and are sure our on-pack promotion will be popular with our consumers and drive incremental sales in store.”

The campaign will be supported by a £2.5 million plus marketing campaign, beginning on the 15th July and including TV, radio and outdoor advertising. Engaging POS materials will also be available to increase on-shelf standout.

The promotion will run on all 500ml Coca-Cola, Coca-Cola Zero and diet Coke singles packs.

Special Olympics Graphics will feature on, 330ml single cans, multi-pack cans and 2 Litre bottles of Coca-Cola, Coca-Cola Zero and diet Coke for four weeks beginning 1 July 2008.

For stockist details please contact 08457 227 222.

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