Coca-Cola European Partners (CCEP) has announced a new on-pack promotion for its Relentless energy drink brand.
The ‘Tickets and Tracks’ promotion allows consumers to download a free Defected Records track via a unique code printed on promotional cans. There are 10 tracks to choose from.
The code will also enter the consumer into a daily prize draw to win a pair of tickets to major UK festivals like Reading and Leeds. One winner will be selected every day during the promotion, which will run for 100 days from July to October and is supported by in-store POS.
The activation follows the brand’s new partnership with Defected Records, a UK house music record label, and is designed to help Relentless continue to align with music lovers.
Over three-quarters (76%) of Relentless’ target audience attend one or more music festivals in a year. With this in mind, the promotion looks to incentivise repeat purchase amongst fans and encourage new consumers to try the Relentless range, helping drive sales.
Simon Harrison, Operational Marketing Director GB at CCEP, said: “Relentless has connected with urban music fans through its targeted marketing campaigns and activations, and this new on-pack promotion and partnership with Defected Records will help to further build brand loyalty. This new partnership is also another example of how we’re energising our portfolio of leading brands through really engaging brand initiatives.
“As the festival season kicks off, consumers will increasingly look to enjoy their favourite energy drinks and this activation will help retailers increase their summer soft drink sales.”