Coca-Cola Enterprises (CCE) is launching a new on-pack promotion offering consumers a million free bottles of Coca-Cola Zero. The promotion will be supported by a £3m marketing campaign running across TV, cinema, radio, outdoor and POS.

Donna Warren, impulse shopper marketing controller at CCE says: “We’re confident the ‘Win a Coke Zero’ promotion, along with the £3m investment in the brand in 2009, will be a motivating incentive to drive sales amongst the primarily male target audience.”

The free bottle offer, which will only be available in April, uses two mechanisms – an instant win offering the chance to win 500ml bottles, and a unique code on 2 litre bottles that can be redeemed via Coke’s online loyalty scheme. Both the instant win and the free 2 litre bottle offer will appear on limited edition bottles of Coca-Cola and Coca-Cola Zero.

With the 500ml instant win, consumers peel off the label to see if they have a winning pack. Winning labels can then be redeemed on the spot at all participating retailers for a 500nl Coke Zero.

On the 2 litre promotion, consumers will be able to claim a free 2 litre bottle of Coke Zero via the Coke Zone online loyalty program by entering the special twelve digit number featured on the bottle. They can then print off a coupon which can be redeemed at all participating retailers.

Additionally, consumers can collect points which they can trade in for rewards such as digital cameras.

Coca-Cola is the UK’s number one soft drink, worth nearly £515m according to AC Nielsen. Launched in summer 2006, Coca-Cola Zero has been hailed as the biggest NPD launch in the last three years, and is already worth £56m.