A new on-trade campaign gives drinkers the chance to win a "once in a lifetime" trip from whale watching in Iceland to a meditation trip in Italy.
Coca-Cola European Partners (CCEP) is hoping the campaign will tap into the popularity of the experience economy, particularly with Millennials. it will run on glass bottles of Coca-Cola Classic, Coca-Cola Zero Sugar and Diet Coke. Drinkers enter a code online and winners can choose one of 10 trips.
It will run from June 25 to August 26 and will be promoted with TV, radio, outdoor and social media advertising, alongside 15,000 PoS kits for pubs that include sun shaped coasters and table talkers, stickers and back bar displays.
"The aim of this year's Coke summer promotion is to connect with consumers that really value trying something new," said Simon Harrison, customer marketing director GB at CCEP.
"The once-in-a-lifetime trips and experiences on offer will help licensees to boost their sales by creating excitement around soft drinks in their outlet.
"We'd recommend that licensees get stocked up on our range of Coca-Cola glass icon bottles, not only because of our summer promotion but because it is proven that 75 per cent of guests prefer to be served from the original glass bottles of Coca-Cola and are also willing to pay more for it."