Coca-Cola European Partners (CCEP) is offering consumers the chance to win unforgettable summer experiences with its biggest-ever on-pack summer campaign, which will also feature across Sprite, Fanta and Dr Pepper for the first time.

From today (25th June) until the end of August, consumers can enter codes printed on promotional packs of Coca-Cola Classic, Diet Coke, Coca-Cola Zero Sugar, Sprite, Fanta and Dr Pepper (including zero and no sugar flavoured carbonate variants) to find out if they have won instantly.

Instant winners can choose from one of 10 once in a lifetime experiences, from whale watching in Iceland to a meditation trip to Italy.

With research showing that millennials increasingly value unique and personal experiences, the promotion is designed to help retailers appeal to this consumer group by linking the refreshing taste of Coca-Cola during the summer, to the feeling of trying new experience.

A new, simple and vibrant sun graphic inspired by the iconic Coca-Cola red disc and archive Coca-Cola Summer imagery will feature on promotional packs, which will be available in a wide range of formats. This includes 250ml cans of Coca-Cola Classic, 330ml cans of Coca-Cola Classic, Diet Coke and Coca-Cola Zero Sugar, 2l and 500ml bottles of the Coca-Cola portfolio, Fanta, Sprite and Dr Pepper and finally multipack cans across all of the above excluding Dr Pepper.

There will also be 15,000 POS kits for the on-trade, including posters, sun-shaped coasters and table talkers as well as promotional stickers and back bar display solutions.

The campaign will be supported by marketing activity including TV, Radio, social media, out-of-home advertising and instore activation.

Simon Harrison, customer marketing director GB at Coca-Cola European Partners, says: “Summer is a key trading period for impulse categories such as soft drinks and a big opportunity for retailers to further drive sales. The aim of this year’s promotion is to connect with consumers that really value trying something new. The once-in-a-lifetime trips and experiences on offer will drive excitement amongst consumers, keeping soft drinks front of mind during the summer months.

Harrison adds: “Our Coca-Cola summer campaigns have always been popular and our 2017 activity saw us achieve our highest ever on-pack redemption, with more than 1.5million entries. We’re back again this year with an even bigger campaign extending across our sparkling portfolio, in line with research that shows consumers purchase more brands in the warmer months.”

In the grocery and convenience channel in GB, Coca-Cola Classic is the number one soft drink, Diet Coke is the number one sugar free soft drink and Coca-Cola Zero Sugar is the fastest growing cola. Sales of the Coca-Cola family account for nearly 70% of Cola sales in this channel.

Coca-Cola European Partners is the world’s largest independent Coca-Cola bottler. CCEP is the sole licensed bottler for products of The Coca-Cola Company (TCCC) in Andorra, Belgium, France, Germany, Great Britain, Iceland, Luxemburg, Monaco, Netherlands, Norway, Portugal, Spain and Sweden.

CCEP makes, sells and delivers the following products in GB for TCCC: Coca-Cola Classic, Diet Coke, Coca-Cola Zero Sugar, Fanta, Dr Pepper, Sprite, Schweppes, Fuze Tea, HONEST, AdeZ, Abbey Well, glacéau smartwater, Powerade, Oasis and Appletiser. In GB, it also makes, sells or delivers Monster, Relentless and Capri-Sun.

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Fanta is running an experiential Virtual Reality campaign called ‘Fanta: The 13th Floor’ to scare audiences just in time for Halloween, with consumers entering a physical lift that transforms into an immersive Halloween experience.

Fanta’s campaign – which was devised and produced by MediaCom’s content division MediaCom Beyond Advertising – uses the latest technology to deliver a 360° virtual reality experience.

Each ‘ride’ lasts for four minutes, where the user arrives at different floors of a building on the way to a Halloween party. Each floor then presents a different scenario: on one floor something comes forth from the shadows in an otherwise unassuming corridor, on another a shadowy figure transports from the realm of flickering TV screens to the confines of the lift.

4D elements add to the excitement, with a lifelike rumble emitting from the lift floor as the elevator stops at the various levels whilst a whoosh of air greets the user as the virtual doors open. It is the first time the drinks company has used an experiential activation of this magnitude to drive engagement.

Thorpe Park and Westfield shopping centre in Stratford will host three lifts each, aimed at 16-19 year olds to generate buzz and excitement for the orange soft drink Fanta during the Halloween period. The innovative campaign will run at Thorpe Park until November 1st and Westfield shopping centre until October 28th.

To drive further scale to the activation, the 360° video can also be viewed on www.fanta.co.uk13thfloor.

Mediacom will be promoting this through online video and paid social channels.

Rosalind Brown, Marketing Manager, Coca-Cola Great Britain, says: “Halloween is the one time of year when we can all unleash our inner dark-side and embrace everything which is fun about the freakish and frightening. Our limited-edition Fanta cans and bottles, along with our exclusive Snapchat partnership, definitely help add a bit of drama and intrigue to the fright-night season. However for those brave enough, we have brought the fun of Halloween to life with our Virtual Reality experience which is now live at Thorpe Park and Westfield Stratford. For those who dare to enter it’s a shocking, fun filled ride to the 13th Floor!”

Mike Gibbons, Art Director at MediaCom Beyond Advertising, adds: “We love being able to draw from the different skillsets from within MBA, here utilising both the Original Content and Experiential teams, to create engaging campaigns. I recommend you track down some VR goggles, a pair of headphones and appreciate this immersive experience in all its glory.”

The media agency worked with video production company Kode Media and boutique VR Production agency TrojanVR, a joint venture that saw the two companies develop, shoot and deliver the 360° elements of the experiential campaign in an extremely short time frame.

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Coca-Cola European Partners (CCEP) has launched its biggest-ever Halloween campaign for Fanta, including exclusively designed packaging, smaller 150ml can multipacks, an advertising and experiential marketing campaign and on-pack codes to unlock special Halloween Snapchat filters.

CCEP says it wants to help retailers make the most of what has become the second biggest seasonal selling event for soft drinks in Great Britain.

The new ghoulish graphics on packs of Fanta have been specially designed by renowned Israeli artist Noma Bar and will run until November 11^th 2017, encouraging young adults and gatekeeper mums to stock up for the seasonal occasion. Noma Bar also illustrated Fanta cans for Coca-Cola in 2016.

The packaging will appear in the UK on a range of plain and PMP formats, including 2L and 500ml PET bottles, 330ml and 6x330ml can multipacks, of Fanta Orange, Fanta Orange Zero, Fanta Fruit Twist and Fanta Fruit Twist Zero. The Halloween themed packs will also coincide with the arrival of the 500ml PET Fanta Twist bottle which made its debut in the 2L format earlier this summer.

The brand will also be introducing Halloween themed limited edition 12x150ml mini can multipacks of Fanta Orange Zero and Fanta Fruit Twist Zero. These formats are designed to appeal to consumers who are less frequent buyers of carbonated soft drinks but are looking to stock up on smaller formats for their Halloween festivities.

The Fanta campaign marks CCEP’s biggest ever investment in Halloween, and includes a multi-million pound marketing campaign that will feature themed in-store visuals, point-of-sale material, digital out-of-home advertising and experiential and virtual reality ‘Fright Night’ activity to drive awareness of the brand’s Halloween activities.

Simon Harrison, operational marketing director GB at Coca-Cola European Partners, said: “Halloween is now the fourth biggest retail event in Great Britain and represents a huge opportunity for retailers and brands alike. Our Fanta Halloween campaign is bigger and better than last year and delivers a real point of difference thanks to the unique Noma Bar illustrations which will help retailers build excitement around the occasion, driving sales as consumers stock up for their celebrations.

Coca-Cola European Partners is the world’s largest independent Coca-Cola bottler. CCEP is the sole licensed bottler for products of The Coca-Cola Company (TCCC) in Andorra, Belgium, France, Germany, Great Britain, Iceland, Luxemburg, Monaco, Netherlands, Norway, Portugal, Spain and Sweden.

In the UK, CCEP make, sell and deliver Coca-Cola, Diet Coke, Coca-Cola Zero Sugar, Coca-Cola Life, Fanta, Dr Pepper, Sprite, Schweppes, Schweppes Abbey Well, glacéau, Powerade, Oasis, Appletiser and 5 Alive. It also handles Monster, Relentless, and Capri-Sun.

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