Coca-Cola Europacific Partners Great Britain (CCEP) has announced a new summer on-pack promotion across its Costa Coffee RTD chilled coffee range, giving consumers the chance to win tickets to some of the UK’s biggest music festivals, including Cornwall’s own surf and music festival, Boardmasters – which Costa Coffee is partnering with for 2024.
From 6 May until 28 July, shoppers will have the chance to win tickets to events by scanning QR codes on promotional packs of Costa Coffee RTD Latte and Frappé ranges. The code will take shoppers to a website where, if selected, they can win one of thousands of instant win exclusive prizes and be entered into free prize draws to win VIP or general entry tickets.
The promotional packs are designed to stand out on shelf, with the Latte cans featuring a lanyard which is synonymous with attending festivals. The on-pack promotion will be supported by a consumer marketing campaign, which includes social media and digital out-of-home advertising, PR and influencer activity, as well as consumer sampling and on-site activation at Boardmasters.
The campaign will kick off Costa Coffee RTD’s new creative platform ‘Be Ready For What’s Next’ that goes live on YouTube from mid-May, and will refer to Costa Coffee’s partnership with Boardmasters.
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.”
The Costa Coffee RTD range is helping to drive growth, up 10.4% in value in convenience over the past year and growing ahead of the RTD chilled coffee segment in this channel.
“We look forward to seeing how our retailing partners get behind the promotion in-store to drive engagement with shoppers, capitalising on the approaching summer festival season,” concluded Kerr.
