New campaign kicks off for the summer months
COCA-COLA Europacific Partners (CCEP) is set to build momentum behind its Absolut Vodka & Sprite ready-to-drink (RTD) cans with its new campaign for the drink.
Following the launch of the new alcoholic RTD can earlier this year, the new ‘Planned for the Unplanned’ is set to keep momentum building for the new drink into the summer months with a focus on spur-of-the-moment occasions, whether consumers are on-the-go or at a social events with friends and family.
The digitally-led marketing campaign includes PR, social media and influencer activity and is expected to reach 70% of the brand’s target audience – 18 to 34 year olds – during its run, highlighting that Absolut Vodka & Sprite is a convenient options for those unplanned occasions during the summer. The campaign is live now and will run until August.
Convenience retailers can request Absolut Vodka & Sprite POS and digital assets from myccep.com to help draw attention to the campaign in store and deliver standout on shelf across the fixtures.
Further to this, the new ARTD cans also come in eye-catching clip strips formats to hang on shelf to help build on this attention.
And to bring extra support to this campaign, Absolut Vodka & Sprite will be an official bar sponsor at Brighton Pride this August, alongside Jack Daniel’s & Coca-Cola and Jack Daniel’s & Coca-Cola Zero Sugar.
Elaine Maher, associate director for alcohol ready-to-drink at Coca-Cola Europacific Partners GB, said: “70% of alcohol ready-to drink (ARTD) options are consumed within two hours of purchase – so we’re confident that by tapping into the idea of ‘unplanned moments’ will resonate with shoppers, as we deliver a bar-quality serve in a convenient format.
“We therefore recommend that retailers ensure their ARTDS are stocked up in the chiller ready for consumption, after all ‘cold is sold’ when it comes to this category.”
