This Coca-Cola On-Pack Promotion Targets Young Music Fans
Michael Hemsworth — June 1, 2022 — Marketing
References: cocacolaep & talkingretail
This Coca-Cola on-pack promotion is being launched in the UK for the summer months for consumers to try their hand at winning some exclusive music-themed prizes. The promotion works by having consumers scan the QR codes on specially marked packs of Coca-Cola products to find out if they're the winner of Ticketmaster gift cards, music subscriptions, music mechanize or tickets to festivals in the UK or Europe. The promotion will be running across the brand's 250ml and 330ml cans and 500ml bottles of Coca-Cola Zero Sugar and Coca-Cola Original Taste.
Vice President of Commercial Development at CCEP GB Martin Attack spoke further on the Coca-Cola on-pack promotion saying, "Music experiences are a real passion point for young adults, and one many have missed out on over the past few years. We are tapping into the fact that 90% of young adults are looking to attend live music events and this on-pack promotion will give many that opportunity, along with rewarding them with other music-themed prizes."
Vice President of Commercial Development at CCEP GB Martin Attack spoke further on the Coca-Cola on-pack promotion saying, "Music experiences are a real passion point for young adults, and one many have missed out on over the past few years. We are tapping into the fact that 90% of young adults are looking to attend live music events and this on-pack promotion will give many that opportunity, along with rewarding them with other music-themed prizes."
Trend Themes
1. Music-themed On-pack Promotions - Brands can leverage music experiences to offer customers music-themed prizes through on-pack promotions, thereby creating an experiential marketing strategy.
2. QR Code Scanning for Real-time Gratification - Firms can use QR codes on specially marked packs of their products, prompting customers to scan and discover in real-time if they've won music-related prizes or discounts.
3. Exclusive Music-themed Prizes for Consumers - Businesses can incentivize consumers to purchase their products by offering music subscriptions, `mechanize`, music festival tickets and other exclusive music-related prizes.
Industry Implications
1. Music Industry - The music industry can collaborate with soda/soft drink brands to create music-themed on-pack promotions that reward loyal fans with music-related prizes, creating a more relaxed and interactive experience.
2. Beverage Industry - The beverage industry can leverage on-pack promotions for customer engagement, incentivizing purchases and increasing brand loyalty through exclusive music-themed prizes.
3. Digital Advertising Industry - The digital advertising industry can tap into QR code scanning technology to create real-time gratification marketing strategies for consumers, helping to increase brand recall and product sales.
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