Coca-Cola Summer VIP

The 2010 Winter Games Drives Coca-Cola Summer Success

The Challenge:

As a global Olympic Games sponsor playing host to the Vancouver 2010 Olympic Winter Games, Coca-Cola Canada had a unique challenge with the eyes of the world watching, to build a compelling winter games consumer promotion for teens and families during the important summer selling season. The brand needed a compelling consumer idea that would drive purchase transactions, generate retail compliance, and improve brand equity scores.

The SmartIdea™:

Given the recent economic meltdown, consumer confidence was at an all time low. The agency identified a couple of key consumer insights that leveraged the emotional aspirations consumers had for our Olympic athletes and most importantly, the opportunity to experience the biggest Canadian Sports event with their families and friends.

SMARTIDEAS™ proprietary research indicated that executing an instant win – under the cap mechanic would create the kind of excitement required for consumers and retailers to embrace and support the summer program. Simple and effective became our strategic imperative, so offering the #1 most compelling consumer prize “VIP Trip to the Vancouver Winter Games…was too simple, so we did.

Creatively all communication to consumers highlighted the highly desirable Olympic Trips prize and the new instant win mechanic. The Instant WIN Summer Olympic UTC / In pack Promotion was supported by a fully integrated marketing campaign that featured a 30 sec. promotional TV spot, promotional packaging with hot seeding of VIP Trips across the Coca-Cola portfolio of brands, Retail and Shopper Marketing activation supported by the iCoke.ca loyalty scheme.

The Results

We can’t share all the results with you, but we can tell you the Summer Olympic Campaign was so successful that it not only surpass all business objectives, leveraging and activating the Olympic sponsorship helped to increase consumer brand preference scores.