Coca-Cola European Partners has unveiled Coke’s 2016 Christmas activity, which includes the return of the usual festive television commercial and Truck Tour, as well as the launch of a brand-new charity initiative to provide meals to those in need.
The first of two on-pack promotions sees Coca-Cola partner with FareShare. The UK-wide charity which food waste and hunger, by redistributing good food that might otherwise go to waste, to charities and community groups that support vulnerable people. These organisations transform the food into nutritious meals, which they provide alongside life-changing support.
Consumers can scan special labels on promotional bottles of using their smartphones, and upload the images to a dedicated website. Each image upload will trigger a donation to FareShare that will provide one meal to someone in need, adding to the 18.3 million meals it provides each year nationwide.
Lindsay Boswell, CEO of FareShare said: “We have been working in partnership with Coca-Cola for the last two years, to make best use of their surplus stock within our food redistribution network. This on-pack campaign is an exciting development to our partnership, that will not only raise awareness of FareShare and the lifeline we provide to charities working with hungry and vulnerable people, but will also raise vital funds to support our operation, helping us to redistribute more food to more people in need.”
Meanwhile, the Christmas Truck Tour is back again for 2016, and will visit 43 locations around Great Britain. The tour will be promoted on future consumption formats, including 1.75 litre bottles and 330 ml can multipacks of Coca-Cola Zero Sugar, Classic and Diet Coke. The promo packs will also give consumers a chance to win a visit from the truck to their home a few days before Christmas. A festive gift hamper is also up for grabs, containing electrical goods and gift vouchers worth £5,000.
These promotions will launch from the beginning of November, ahead of the first airing (this year) of the ‘Holidays are Coming’ advert in mid-November.
Caroline Cater, operational marketing director GB at Coca-Cola European Partners, said: “This year’s festive campaign offers a blend of exciting experiences to bring the season to life, together with opportunities to provide meals to people in need across GB, reinforcing the spirit of Christmas as the season of giving.
“The arrival of our Christmas Truck Tour into towns can help retailers further drive sales, at a time when the soft drinks market already typically sees a spike. We’re confident that these promotions will help to boost sales this year, ensuring that the Coca-Cola brand is once again the Christmas drink of choice.”
The Coca-Cola Truck Tour stops will be revealed on 4 November.