Coca-Cola on-pack selfie stick promo
Thursday June 11, 2015 at 10:01am
Coca-Cola is running an on-pack prize draw with one million selfie sticks as prizes, to support its Coca-Cola Masterbrand Summer marketing campaign. The on-pack promotion kicked off at the start of June, with entries accepted for the main prize draw until the end of August 2015 and a wrap up prize draw at the end of September for any late entries. To enter, consumers have to log on to the Happiness campaign website, www.happiness.coca-cola.com/uk/en/home, click through to the competition page and enter the unique code found on pack. Consumers are limited to entering 20 times a day. The promotion forms part of a massive Summer marketing push to promote Coca-Cola’s new Masterbrand positioning. The Masterbrand strategy sees new packaging for all key Coca-Cola variants – Coca-Cola, Coke Zero, Coca-Cola Life and Diet Coke – which firmly positions them as part of the same family of products The move will also see Coca-Cola doubling its marketing spend on its low and no sugar products. As part of this, separate marketing campaigns for Coke Zero will no longer be run; it is understood that separate Diet Coke campaigns will also be dropped. All advertising and marketing campaigns in Northern Europe now feature all four products, with the lower and no sugar Coca-Cola variants presented in the final frames of all Coca-Cola television advertising. The strapline "open happiness" has been replaced with "choose happiness". Coca-Cola has acknowledged that past marketing for Coke Zero in particular has confused consumers, many of whom failed to realize it was a sugar-free variant. The new packaging clearly communicates the benefits of each brand variant, while positioning them firmly under the umbrella Coca-Cola brand. Coke plans a massive sampling campaign for all four variants this summer.