Molson Coors (UK) has appointed sales agency CPM to create and execute an engagement programme designed to drive sales of Molson Coors (UK) brands within convenience stores.

The agency won a competitive pitch with its proposal to create a nationwide retailer reward scheme for independent retailers and selected symbol groups called “My Cold Beer Club”.

The campaign involves a combined strategy of field, phone and direct mail contact, phased across the year with outlets being assigned the most appropriate communication channel for them. CPM expects to make 4,600 face-to-face and 4,000 direct mail contacts within the engagement programme, while some 5,000 phone contacts will also be conducted by agency JWT per month.

A team of 35 CPM field staff will be visiting 30,000 convenience outlets throughout the year, inviting retailers to join My Cold Beer Club and advising on how they can create consumer demand and raise the profile of cold beer in their store.

The incentive scheme was designed by CPM’s Activation in Retail division. Retailers who are actively promoting sales of cold beer in their store through appropriate range and layout, visibility of brands and increased Molson Coors (UK) offering, are receiving a range of point of sale material and promotional gifts - such as branded glassware, cool bags, BBQ’s, external signage - to motivate sales of Molson Coors (UK)cold brands.

CPM client service director Nick Conway says: “We are helping convenience retailers leverage the unique selling point of being able to offer their customers genuine cold beer for immediate consumption - as against supermarket beer which is sold at ambient temperatures. It’s a win-win approach for retailers joining My Cold Beer Club because the scheme will help them increase sales across the entire category.”