Coca-Cola Enterprises is getting shoppers and soft drink sales moving with an on-pack promotion to celebrate the 2014 World Cup.
During the 2010 FIFA World Cup, soft drinks outperformed food by 2.2%
From April 29 to July 13, take-home packs of Coca-Cola and Coke Zero will feature the ‘Win a ball’ promotion, which is giving away up to one million limited-edition Coca-Cola footballs across Great Britain.
The manufacturer, an official partner of the tournament, aims to inspire people to get active this summer. For each competition entry CCE will donate 10p to StreetGames, a charity that brings sports to young people in disadvantaged communities across the UK.
The promotion will be backed by a marketing campaign including TV, digital, outdoor and print ads, as well as PoS and in-store support for retailers.
CCE has also introduced 2014 Fifa World Cup-themed packs for 330ml and 500ml Coca-Cola and Coke Zero to drive consumer awareness of the brands’ association with the football tournament.