Coca-Cola Enterprises brings holiday cheer to soft drinks

Friday, 30 October 2009

This autumn, Coca-Cola Enterprises Ltd (CCE) is getting ready for the biggest Christmas ever with new seasonal campaigns for two of its most iconic brands ‘Coke' and ‘Schweppes'.

CCE's activity will launch from early November to help retailers incentivise their customers to make the most of the festive season. Plan's include an exciting on-pack ‘Greatest Gift' promotion on all 500ml and 2L bottles of ‘Coca-Cola', ‘diet Coke' and ‘Coke Zero', as well as 330ml can multipacks.

The iconic ‘Holidays are Coming' ads will also return to consumers' screens to build anticipation leading up to the Christmas season, with Santa appearing on screens in December to drive the celebration message. In addition, a new humorous festive themed ad campaign for ‘Schweppes' will launch.

CCE will support activity with strong in store activation campaigns and eye-catching festive POS for retailers to maximise sales.

Christmas is a hugely important season for retailers and soft drinks offer them a big opportunity as shoppers look to invest in quality and brands that they trust when entertaining their family and friends, with the key Christmas sectors being cola, lemonade, mixers and adult special.

Retailers will be able to stock up from early November with special ‘Coke' Christmas packs featuring Santa Claus and festive ‘diet Coke' and ‘Coke Zero' packs to coincide with the launch of the ‘Greatest Gift' on-pack promotion.

Available from 2nd November consumers will have the chance to win a variety of prizes through daily prize draws and rewards via the ‘Coke Zone' website.

Prizes will include: high-tech gadgets, music downloads and exclusive ‘Coca-Cola' merchandise. The on-pack promotion will also be supported with strong in-store POS, including dumpbins and freestanding display units all featuring the Christmas branding.

CCE is also investing in an iconic national TV campaign for the ‘Schweppes' brand, running throughout November and December, with the theme 'Christmas Entertainment from Schweppes'.

With top comedy actors providing voiceovers, including Martin Freeman, Matthew Holness and Doon Machikan, ‘Schweppes' will be sponsoring all the main UKTV channels throughout November and December.

An advertising campaign will also run across key terrestrial and satellite channels throughout December. The 1L ‘Schweppes' Mixer bottles will feature a seasonal mixer cap and will be supported by high in-store visibility and POS.

The Christmas occasion also significantly drives trial in the adult special sector of the category, and CCE research shows that many ‘Appletiser' triallists return the following year and buy back into the brand.

Average base sales increased by 300% with further promotional uplift over the eight weeks leading up to Christmas 2008. As a result the ‘Appletiser' range delivered an additional £924K to the category in 2008, growing volume by 53% and value by 54% versus Christmas 2007.

CCE is supporting the ‘Appletiser' range, which also includes ‘Peartiser' and ‘Frutiser', with online, outdoor and press ATL activity, as well as sampling and direct mail, targeting its core female audience and the continuation of the ‘Enjoy Irresponsibly' communication which began in April this year.

Selena Taylor, Trade Communications Manager at CCE, comments: "Christmas is the biggest season for retailers and Coca-Cola Enterprises offers a great opportunity for them to ‘open happiness' and increase sales of trusted brands like ‘Coca-Cola', ‘Schweppes' and ‘Appletiser' as consumers trade up over the festive period.

"We want to help our customers to celebrate by driving their sales and ultimately encourage growth of the category, especially at this significant time of year. This is why we invest heavily on developing strong, iconic Christmas campaigns to appeal to consumers.

"The Coke Zone ‘Greatest Gift' on-pack promotion rewards loyal consumers with great prizes and we are convinced this year's promotion will be even more successful than before. Retailers can make the most of this promotion by making good ranging decisions and using the impactful POS on offer, ensuring maximum visibility in-store."

Source: Coca-Cola

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