UK | Coca-Cola Europacific Partners has been helping retailers capitalise on the return of the Premier League with a refreshed range and a new shopper loyalty platform.
Following the successful launch of the Supercan earlier this year, the latest activity builds on the momentum of Coca-Cola's 'Superfan' promotion, giving shoppers even more reasons to pick up a Supercan throughout football season and helping retailers generate in-store excitement.
As the Official Soft Drinks Partner of the Premier League, Coca-Cola has brought back its ‘Superfan’ promotion as part of the new ‘Taste Every Second’ campaign.
Running until the 31st of October, the activity spans Coca-Cola Original Taste, Coca-Cola Zero Sugar, Diet Coke and, for the first time, Coca-Cola Cherry in the 500ml Supercan format.
Every promotional Supercan features a unique code beneath the ring-pull. Shoppers can scan the on-pack QR code and enter their code in the Coca-Cola app to join ‘The Club’, collect Club Points and unlock rewards.
The 500ml Supercan offers double the points of a standard 500ml Coca-Cola pack, making it the fastest route to rewards. Shoppers can use their points to enter instant-win draws or save them for rewards from the wider loyalty prize pool.
Prizes include Premier League hospitality tickets, VIP stadium tours, opportunities to watch a match with a club legend, play on the pitch and meet current players, as well as Coca-Cola merchandise, digital vouchers and Sky Sports packages.
Built as a long-term platform and debuting through ‘Taste Every Second’, ‘The Club’ will support future Coca-Cola campaigns, seasonal moments and shopper occasions, giving retailers more opportunities to engage shoppers and drive category growth.
Football represents the first major opportunity as the UK’s number one passion point, with around 40 million people tuning into the Premier League each season.
The refreshed Premier League Supercan design was inspired by fan murals and football culture, featuring bold graphics including gloves, boots, balls, scarves and trophies to deliver maximum impact in the chiller.
Rob Yeomans, Vice-President, Commercial Development at CCEP GB, said the response to the Supercan has been fantastic since its launch earlier this year and he was excited to build on that success ahead of the new Premier League season.
“Football is one of the biggest sales-driving occasions for soft drinks. Cola is the number one soft drinks segment consumed during live sport, while football-watching households are more likely to enjoy soft drinks during matches,” said Yeomans.
“By combining this opportunity with our refreshed Supercan range, exclusive rewards and significant marketing investment, we’re helping retailers create standout displays, drive impulse purchases and maximise sales throughout the footballing season.”
Following the promotion, the 500ml Supercan will remain part of Coca-Cola’s core range, strengthening its on-the-go portfolio and meeting demand for larger, premium-looking packs.
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