This month sees the launch by Coca-Cola of Coke Zone, an innovative on-pack, ‘always-on’ rewards programme, aimed at teens and young adults, which will enable consumers to collect points all year round from leading brand packs. The promotion will initially run on all 500ml and 2 litre packs of Coca-Cola, diet-Coke and Coke Zero displaying the unique Coke Zone logo.
The Coke Zone programme will be supported by a £5million integrated marketing campaign, including extensive in-store displays, TV, print and internet advertising.
Consumers can participate in ‘Coke’ Zone by setting up a free account at www.coca-cola.co.uk. Each 500ml or 2 litre pack of ‘Coca-Cola’, ‘diet-Coke’ or ‘Coke Zero’ will contain a unique code which can be entered via the website, text or WAP, and points accumulated to be redeemed or collected for rewards.
An extensive choice of rewards are available at varying cost points from the key consumer passion points of travel, entertainment, fashion, music, sport and gaming. There is also the opportunity for participating consumers to enter into ‘chance to win’ prize draws.
Steve Fry, Head of Teen Brands Marketing for Coca-Cola Enterprises comments:
“Coca-Cola has a reputation for innovative and rewarding on-pack promotions which receive great response rates from consumers. Coke Zone aims to extend the rewards offerings all year round which we are sure will be another motivating incentive to drive purchase.”
http://www.cokecce.co.uk/
