- The hunt is on for 40 golden tickets hidden in selected alcohol ready-to-drink cases across participating wholesalers, each worth £500 in cash for retailers
- Golden ticket excitement continues in-store too, with shoppers scanning QR codes on POS for the chance to win one of over 100 prizes
- The campaign brings treasure-hunt-style theatre to wholesalers and independent convenience stores nationwide
Coca-Cola Europacific Partners (CCEP) is continuing to invest in the wholesale and independent convenience channels through its alcohol ready-to-drink (RTD) portfolio, now inviting retailers to hunt for golden tickets and shoppers to enter a digital prize draw, with cash and experience prizes up for grabs.
Running across participating wholesalers until 22nd November, the ‘Win a Golden Ticket’ campaign will see 40 winning tickets hidden inside selected cases of CCEP’s alcohol RTD portfolio, with each ticket unlocking a £500 cash prize, with a total of £20,000 waiting to be discovered.
Retailers can join the hunt by purchasing any participating CCEP alcohol RTD pack across the portfolio, including:
- Jack Daniel’s & Coca-Cola – including Zero Sugar and Cherry variants
- Absolut Vodka & SPRITE – including Watermelon and Pineapple variants
- BACARDÍ & Coca-Cola – including the Spiced variant
The campaign brings CCEP’s alcohol RTD portfolio together in depot, giving convenience retailers an incentive to explore the full range and helping wholesalers build visibility around the category.
The hunt continues in-store
And finding a golden ticket in wholesale is only part of the story as CCEP is extending the excitement through to shoppers with a golden ticket activation running across 500 independent convenience stores nationwide until 29th November.
Shoppers can look out for golden ticket QR codes on in-store POS and scan them for the chance to win, with no purchase necessary. Prizes include a pair of tickets to Wembley, 10 pairs of theme park tickets and 50 pairs of cinema tickets.
Running across the same participating brands as the wholesale activation, the in-store campaign is designed to keep the sense of discovery going all the way from depot to fixture, giving independent retailers an opportunity to bring the golden ticket excitement they experience in wholesale directly to their own shoppers.
Both participating wholesalers and independent retailers will be able to support the campaign through a mix of branded alcohol RTD bays and POS, including shelf strips, aisle fins and pallet displays.
Backing the next phase of alcohol RTD growth
The alcohol RTD category is now worth more than £835m in Great Britain[1] and continues to outperform the wider alcohol market[2].
Against this backdrop, CCEP is continuing to invest in its alcohol RTD portfolio, with recent innovation including Absolut Vodka & SPRITE Pineapple, a six-can Absolut Vodka & SPRITE variety multipack featuring Original, Watermelon and Pineapple, and BACARDÍ Spiced & Coca-Cola.
Elaine Maher, Associate Director, Alcohol Ready-to-Drink at Coca-Cola Europacific Partners GB, said: “There’s a real sense of anticipation that comes with a golden ticket and we saw an opportunity to bring some of that theatre into wholesale in a way retailers perhaps haven’t experienced before.
“We’re also very conscious of how tough the trading environment continues to be and wanted to reward our independent retailers by putting some real value behind the fun.
“What I really like about this campaign is that it doesn’t stop at the depot. We’re carrying it right through into stores, giving shoppers a reason to get involved and building visibility for alcohol RTDs all the way from wholesale through to the fixture.
“Ultimately, alcohol RTD is one of the most exciting areas of the drinks market and by creating visibility and theatre from depot to store, we can help wholesalers and retailers make the most of that opportunity and drive sales.”
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