Coca-Cola Enterprises is launching a Capri-Sun ‘Squeeze the Day’ on-pack promotion.
The promotion, which launches on 1st June, is designed to increase the appeal of 330ml packs of Capri-Sun to its target 20-35 year old ‘millennials’ demographic, by offering consumers the opportunity to win their own bucket list adventures via an on-pack sticker.
Consumers can submit their own bucket list entry on a dedicated website, and then win it by sharing it on social media to gather votes. Each month the top ten entries with the highest number of votes will get the opportunity to win a prize worth £2,000, with nine others with the chance of winning a prize worth £100 each. A panel will pick the winners and all the prizes will relate to their dream bucket list adventures.
The Capri-Sun brand is currently in 8.2% growth and the campaign aims to drive further growth for retailers.
Caroline Cater, Operational Marketing Director at CCE, said: “The ‘Squeeze the Day’ promotion proved to be a successful campaign for us last summer, and we’re pleased to bring a new social element to the activity this year. By directly engaging with our target group of 20-35 year olds in their social domains, we aim to heighten the interest and awareness of the promotional packs. This, supported by the eye-catching in-store POS, will help retailers to make the most of the promotion and continue to drive sales this summer.”
The promotion will run across all Capri-Sun 330ml variants including the 89p price-marked 330ml Orange and Apple & Blackcurrant pouches.