Ready-to-drink-coffee brand rolls out on-pack promo
COCA-COLA Europacific Partners (CCEP) has rolled out a new on-pack summer promotion for its Costa Coffee ready-to-drink range.
Available on packs now until 28 July, shoppers will have the chance to win tickets to massive music festivals set to take place over the summer including Boardmasters, Y NOT Festival and Kendal Calling.
To do so, consumers need only scan the QR codes found on promotional packs of Costa Coffee RTD Latte and Frappé drinks.
The code will then take customers to a website where, if selected, they can win one of thousands of instant win exclusive prizes as well as be entered into free prize draws to win VIP or general entry tickets and accompanying spending money.
The summer campaign will be supported with a raft of consumer-facing promotional material including social media, digital out-of-home advertising, PR and influencer activity as well as consumer sampling opportunities. Further to this, the Costa Coffee RTD brand will feature an on-site activation at the Boardmasters festival this year.
And CCEP has said this campaign will kick off the brand’s new creative platform ‘Be ready For What’s Next’ that goes live on YouTube later this May with a focus on Costa’s partnership with Boardmasters.
Retailers can request digital and POS materials via my.ccep.com to create theatre in-store and on social media throughout the summer months.
Helen Kerr, associate director of portfolio development at CCEP GB, said: “Music festivals are a staple of British summer, as thousands of people look to attend music events up and down the country with friends and families.
“By bringing together the nation’s favourite coffee brand and some of the nation’s favourite summer events, we’ll be helping retailers to engage shoppers and tap into the growing RTD coffee opportunity, particularly during the warmer months.
“We look forward to seeing how our retailing partners get behind the promotion in-store to drive engagement with shoppers, capitalising on the approaching summer festival season.”
