Coca-Cola European Partners (CCEP) has launched a summer 2017 version of its Share A Coke campaign on its iconic glass bottles for the first time.
The Summer Share a Coke campaign will run for six weeks across July and August, and will see the logo on glass bottles of Coca-Cola Classic, Coca-Cola Zero Sugar and Diet Coke joined by the names of some of the world's top holiday destinations.
Customers in pubs, bars, restaurants and hotels will be in with a chance to win a holiday for two plus £1,000 spending money to one of 12 popular destinations by entering a unique code found on the bottle label into a weekly online prize draw.
Rob Harris, out of home director GB at Coca-Cola European Partners, said: "With soft drinks now the second biggest category by share of serve for the licensed channel, there is a sizeable opportunity for licensees to maximise their Cola sales through this popular campaign.
"Share A Coke was a global phenomenon that took product personalisation to the next level, enhancing the experience for consumers. We are excited to build on its success by launching this well-loved concept on Icon bottles for the first time. The promotion will create a summer holidays buzz, engaging consumers whilst helping to drive transactions for licensees."
Alongside the Icon Share A Coke campaign CCEP has a new Perfect Serve programme to support licensed operators to grow their soft drinks sales by confidently offering choice, delivering the Perfect Serve every time and knowing when to offer a second drink to drive transactions; with 70% of consumers stating they would order another drink if asked.
A new video aimed at demonstrating the Perfect Serve is available via www.cocacolaperfectserve.co.uk including the benefits of offering a choice of the three Coca-Cola variants plus bottle or draught, instructions on the Perfect Serve; the importance of glassware, volume of ice and garnish and the perfect moment to offer a second drink to drive spend.
As part of the initiative, participating venues will be mystery shopped from the end of August until the end of November. Bar staff following the Perfect Serve steps will be instantly rewarded with £20 of Amazon vouchers to spend how they choose.
"The Perfect Serve programme also reveals new research that says that 75% of guests prefer their Coca-Cola to be served from the original glass Coca-Cola bottle whilst in a licensed environment but with only one in four licensed outlets stocking this format, the platform shines a light on a huge trade opportunity to respond to what consumers actually prefer," adds Harris.
Videos from The Caterer archives