COCA-Cola Europacific Partners GB (CCEP) has announced a new summer on-pack promotion across its Costa Coffee ready to drink (RTD) chilled range.
QR codes will feature across packs of the brand’s Latte and Frappé ranges. Once scanned, the codes will take consumers to a website giving them the chance to bag thousands of instant win prizes and be entered into draws to win tickets to UK music festivals.
To ensure the cans and bottles stand out on shelf, the packs feature a lanyard which CCEP explained is ‘synonymous’ with attending festivals.
The promotion is hoped to help convenience retailers tap into the growing popularity of RTD chilled coffee, with sales tending to peak during the summer months. CCEP revealed that RTD chilled coffee is growing ahead of total soft drinks in both volume and value.
Helen Kerr, associate director of portfolio development at Coca-Cola Europacific Partners GB, said, “Music festivals are a staple of British summer, as thousands of people look to attend music events up and down the country with friends and families.
“By bringing together the nation’s favourite coffee brand and some of the nation’s favourite summer events, we’ll be helping retailers to engage shoppers and tap into the growing RTD coffee opportunity, particularly during the warmer months.”
