COCA-COLA EUROPEAN PARTNERS

SUPPLIER UPDATE: SUMMER PLANS

COCA-COLA KICKS OFF SUMMER OF ACTIVITY

Coca-Cola European Partners unveiled a raft of new activity last week as it prepares for a busy summer.

Coca-Cola European Partners (CCEP) has announced a number of plans for what it hopes will be a busy and productive summer for retailers.

NEW EUROS CAMPAIGN

Coca-Cola is helping retailers to tap into the excitement surrounding this summer’s UEFA Euro 2020, by giving shoppers the chance to win a host of footballthemed prizes in the run-up to the tournament.

As the official soft drinks sponsor of the tournament, the brand is launching two new on-pack promos to engage consumers whilst on-the-go and whilst enjoying football at home with family and friends.

Soft drinks is the best-performing category during the football, with colas contributing the most to category growth throughout the last FIFA World Cup and of that growth within the colas segment, more than three-quarters came from Coca-Cola [Nielsen].

From 25 May, consumers will be able to scan QR codes on 500ml PET bottles of Coca-Cola Original Taste and Coca-Cola Zero Sugar – including the cherry and vanillaflavoured variants – and 250ml cans of Coca-Cola Energy and Coca-Cola Energy Cherry, to find out instantly whether they’re one of thousands of winners.

Prizes will include Hisense televisions, Just Eat vouchers, PS4 access codes and ultimate Coca-Cola fan kits complete with sunglasses and scarves. The aim is to help fans recreate the matchday experience at home, while limits remain in place on stadium attendance.

From 1 June, shoppers buying multipacks of cans of Coca-Cola Original Taste and Coca-Cola Zero Sugar will have the chance to win one of 5,000 limited-edition Coca- Cola UEFA Euro 2020 branded footballs.

Every time a ball is claimed, Coca-Cola will donate another ball to a local community through its longstanding partnership with football charity StreetGames. The winner can choose which region across GB they would like the ball to be donated to.

Both promotions will be supported by high-impact point-of-sale material to help retailers create a sense of football fever in-store and online. Convenience retailers can request these via www.My.CCEP.com from the middle of this month.

The activity will tie in with a new marketing campaign featuring footballing superstars, designed to drive awareness of the two on-pack promotions and sales of Coca-Cola at mealtimes – which align closely with the match schedule. Supporting digital materials will drive engagement pre, post and during the games.

MONSTER NITRO LAUNCH

CCEP has also announced the launch of Monster Nitro, which uses blended gas technology to give consumers an uplift, in a first for the category.

Designed to appeal to seasoned energy drink fans, Monster’s signature energy base has been supercharged with a blend of nitrous oxide and carbon dioxide gas, to deliver a uniquely light, dry carbonated texture.

The new 500ml variant contains 32mg of caffeine per 100ml and delivers a satisfying citrus taste.

POS materials are available to support the roll-out from May, emblazoned with the strapline, ‘BRING THE N2OISE’, to create theatre in-store and online. These can be requested via CCEP’s trade website www.My.CCEP. com.

Monster Nitro is the fourth new product from Monster this year, following the launch of Monster Mule, Monster Ultra Fiesta and Monster Juiced Monarch in January – all of which have been well received by retailers and consumers alike, says the company.

SOLAR FARM EXPANSION

Building on its sustainability credentials, CCEP has also unveiled an expanded renewable energy initiative which will save almost 1,800 tonnes of CO2 per year. CCEP will support the expansion of a local solar farm from 5 to 8.1 megawatts, meaning it will now deliver almost 20% of the site’s total electricity.

Since 2017, CCEP has been using 100% renewable electricity at its sites and is further investing in solar generation to support the broader, long-term transition of its manufacturing processes and transport to clean renewable electricity.

It is one of the first major projects launched since the announcement of CCEP’s €250m investment programme to support its Science Based Targets to be net zero by 2040, launched last year.

The expanded solar farm will also help with the longterm restoration of low quality agricultural land on the site of a former open cast mine, which cannot otherwise be developed as it forms an important part of local flood defences. It will include wildlife corridors to safeguard and encourage site biodiversity.

In addition to the extension of the solar farm, CCEP also invested £27m into the site in 2020, to support a new state-of-the art canning line, elevating the site’s production capabilities and supporting the production of sustainable packaging for CCEP’s well-known brands, including Coca- Cola Classic, Coca-Cola Zero Sugar, Diet Coke, Fanta and Schweppes.

The latest line produces 2,000 330ml cans per minute and underpins CCEP’s long-term commitment to its Wakefield site. This forms part of CCEP’s efforts to ensure the best possible standards of water and waste management at its sites and is crucial in accelerating its journey to developing the lightest possible beverage cans.

Andrea Jenkyns, MP for Morley and Outwood, said: “Now, more than ever, it’s important for businesses to lead the way when it comes to implementing positive change at a corporate and local level. In today’s climate, firms have a huge responsibility in enabling a green recovery, so I’m pleased to see Coca-Cola continuing to work in collaboration with local stakeholders here in Wakefield to reduce carbon emissions locally. I hope this inspires businesses in Wakefield and indeed further afield and I am excited to see how the project develops in the years to come.”