COCA-COLA has kicked off its annual Christmas countdown with the launch of a brand new on-pack promotion aimed to ‘help cover the cost of special festive moments’.
The festive-themed sharing packs of Coca-Cola Original Taste and Coca-Cola Zero are rolling out from mid-November and feature the iconic Sundblom Santa Clause to ‘drive standout’ on shelf.
Featuring scannable QR codes, shoppers will have the chance to win 1,000 pre-loaded ‘festive feast’ gift cards from Love2Shop which are accepted by supermarkets, food aggregators, and restaurant chains.
The packs also feature NaviLens codes for the first time. It allows partially sighted shoppers to scan the codes and get the information required via the NaviLens app – they don’t need to know exactly where the codes are placed, as they can be detected at wide angles and from distances of up to four metres – even when unfocused.
Marc Powell, Royal National Institute of Blind People accessibility innovation lead, said, “We are delighted that one of the world’s biggest brands is championing the inclusion of accessibility as part of the conversation around how we can make the customer experience better for blind and partially sighted people.
“People with sight loss should have the same access and choice as our sighted counterparts, but currently, important information on packaging can often be in very small print, making it difficult or impossible for us to read. Technology such as NaviLens is a game changer and allows blind and partially sighted people to independently access key information on packaging.
“This pilot with Coca-Cola, the first beverage company to launch NaviLens on packs, highlights how big brands can put accessibility at the forefront of design and packaging decisions, and be a real catalyst for change.”
Martin Attock, vice-president commercial development at Coca-Cola European Partners GB, added, “Coca-Cola has been bringing people together at Christmas for more than 130 years, and this year is no different. We want to help shoppers focus on enjoying magical moments with friends and family, by giving them a little something to put towards a special meal this Christmas.
“We are proud to be working with NaviLens this year to make our packs and the Coca-Cola brand more inclusive so everyone can enjoy their favourite beverage. This technology is making a huge difference to as many as two million people in the UK who are currently visually impaired.”
Coca-Cola added that soft drinks sales grew by 9% in December of last year compared to the rest of the year.
