|
|
The Quest for the … The Coca-Cola Company is the world's leading manufacturer, marketer and distributor of beverage concentrates and syrups, used to produce more than 230 beverage brands. One of these being the clear leader - the Coca-Cola brand itself. To drive sales of some of the best known brands in cinemas, The Coca-Cola Company recently teamed up with CineUK to stage a promotion featuring 25 Cineworld Multiplex Cinemas in the UK. With the help of marketing communications experts Brewer Blackler, Coca-Cola and CineUK offered customers the opportunity to a purchase of Jumbo Sized Coke, diet Coke, Fanta and Sprite to win Lord of the Rings merchandise. The aim of the campaign was to position the Coca-Cola brand as the choice for cinema soft drinks. A full colour, disc shaped Fix-a-Form carried all the relevant information for the promotion. With a side perforation, it was a peal and reveal style instant win fixed to the soft drinks cup. The winning Fix-a-Forms were mixed within the non-winning variations to ensure a random spread of winners throughout the UK. A silhouette image grabbed from the Lord of the Rings film was used on the front cover to set the scene among fans and tempt them to make a purchase in the hope of winning a top prize. Said Catherine White of Brewer Blackler: 'The Fix-a-Form did everything we expected it to and more. While we had other promotional material to support the campaign, including window stickers and leaflets, the Fix-a-Forms themselves probably had the most impact.' 'Customers could see at a glance that they were in with the chance of picking up some promotional prizes and they were only too pleased to take their chance with a purchase.' 'These promotions are always intended to be fun. It's the company's opportunity to give something back to the customers. The added bonus is that they help to consolidate brand awareness and loyalty.'
|
