Coca-Cola European Partners (CCEP) is giving Diet Coke drinkers the chance to win £5,000 every day in a promotion designed to drive retailers’ sales.
Limited-edition cans and PET bottles feature beauty, fashion, music and travel graphics on both Diet Coke and Diet Coke Caffeine Free, which are designed to appeal to the wish-lists of the brand’s 4.1m, mainly female, weekly customers.
The competition is running until October 22 2017, encouraging consumers to buy the limited edition packs to be in with a chance of winning £5,000 on a prepaid credit card to put towards a dream spending spree. The promotion appears on a range of formats, including 330ml cans and multipacks, and 1.75L and 500ml PET bottles, which will also be available in a PMP format.
Further marketing support includes TV, digital and out-of-home advertising as well as an ongoing partnership with ambassador, Holly Willoughby.
Simon Harrison, operational marketing director GB at Coca-Cola European Partners, said: “The new campaign and limited edition packaging design will tap into the passion points of Diet Coke’s loyal audience, delivering great stand out on shelf and rewarding winners with £5,000 to splash out on luxuries.
“The exciting prospect of winning will encourage both existing and new consumers to buy the much-loved soft drink brand, helping wholesalers and retailers maximise sales in the summer wind-down.”