Diet Coke goes glam with giveaway promotion

Coca-Cola European Partners (CCEP) is unveiling Diet Coke’s latest on-pack promotion and stand-out limited edition designs, offering consumers the chance to win £5,000 every day to help retailers increase sales.

New beauty, fashion, music and travel graphics on packs of Diet Coke and Diet Coke Caffeine Free have been designed to appeal to the wish lists of the brand’s 4.1 million, and predominately female, weekly drinkers.

The competition will run from September 11 to October 22, encouraging consumers to buy the limited edition packs to be in with a chance of winning £5,000 on a prepaid credit card to put towards a dream spending spree. It is designed to help retailers to boost sales of Diet Coke, which is already worth almost half of the value (47%) of the total light cola sector.

The promotion will appear on a range of formats, including 330ml cans and multipacks, and 1.75L and 500ml PET bottles, which will also be available in a PMP format.

Consumers can be a part of the competition by entering a unique promotion code, found on every promotional pack, online throughout the six week period.

The £419 million brand will receive further support from a marketing campaign that includes TV, digital and out-of-home advertising as well as an ongoing partnership with ambassador, Holly Willoughby.

Simon Harrison, operational marketing director GB at Coca-Cola European Partners, said: “The new campaign and limited edition packaging design will tap into the passion points of Diet Coke’s loyal audience, delivering great stand out on shelf and rewarding winners with £5,000 to splash out on luxuries.

“The exciting prospect of winning will encourage both existing and new consumers to buy the much-loved soft drink brand, helping wholesalers and retailers maximise sales in the summer wind-down.”