Coca‑Cola Great Britain Brands Announce Innovative Mobile Phone Deal For Teens

Coca‑Cola Great Britain today announced a promotion designed specifically for its teen audience, offering consumers of their flavour portfolio, 'Fanta', 'Dr Pepper' and 'Sprite', 50p free mobile credit with every purchase. 

This exciting industry first, running across all mobile networks, recognises that mobile usage continues to grow amongst their teen audience and 'Coca‑Cola' used this insight to give them a reward they really want, free mobile credit.

The 'Every Pack Gets 50p' mobile credit promotion will run for approximately one month, from mid July until stocks last. In this time, consumers will receive 50p free credit from every 330ml can and 500ml bottle of 'Fanta', 'Dr Pepper' and 'Sprite' they purchase. Each can and bottle will carry a special code, the first of which should be redeemed online at a bespoke website, gimmecredit.co.uk. Subsequent codes can be redeemed by returning to the website or via SMS to 85888 and credit will be added to the consumers account within 48 hours.

The offer can be redeemed against all major network operators on PAYG and contract phones, each consumer can claim credit a maximum of eight times (equal to £4) during the promotion. 'Every Pack Gets 50p Mobile Credit' is aimed at the core 16 plus teen market in the UK.

The promotion will be featured at the end of the latest 'Dr Pepper' TV ad campaign, with a special 10-second tag, and will feature in a high profile outdoor activity. The promotion will also be supported by a peer-to-peer sampling campaign, which will see 16-20 yr old brand fans talking about the promotion within their peer groups online. 

To add to the on-shelf cut through, and to help consumers identify with the promotion there will be new bespoke packaging designs across the three variants which will be on shelf from the end of July for a limited time. 

Cathryn Sleight, Marketing Director for Coca‑Cola Great Britain, says: " We are always looking at innovative ways to engage with our teen consumers. We know mobiles are integral to their lives and we wanted to bring them both value and a point of difference that will fully engage them with the promotion." 

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For more information please contact: Nic Rider at SiXPR on 020 7908 6473 or nic@sixpr.com

Notes to Editors:

'Coca‑Cola' remains one of the most successful and innovative brands in the world today.  On-going brand and product innovation continues to reinforce this position of leadership in the soft drinks category. In the latest 52 week period 'Coca‑Cola' trade mark has had a fantastic year with retail value sales growing by 3.7% to £523.7 million.  The My Coke portfolio (which includes 'Coca‑Cola', 'diet Coke' and 'Coca‑Cola Zero') experienced retail sales of £982.5 million in the same period with growth of 2% in value and 2.9% in volume versus the previous year.  'Diet Coke' sales stand at £400 million with growth of almost 1% versus last year.  Meanwhile, 'Coca‑Cola Zero', which has been hailed as the biggest NPD launch in over 20 years, is now worth £57.9m. (Nielsen Total Coverage 52 w.e 06.06.09).

Performance in the 'year to date' 2009 is even stronger with 'My Coke' growing at 3.1% in value,    'Coca‑Cola' +4.6%, 'diet Coke' +1.6% and 'Coca‑Cola Zero' showing a very strong 7.6% value growth versus last year (Nielsen Total Coverage YTD 06.06.09). 

• 'Sprite' and 'Fanta' are registered trade marks of the Coca‑Cola Company
• 'Dr Pepper' is a registered trade mark of DP Beverages Limited 
• Promotional codes will also be available on 32oz and 44oz 'Sprite' and 'Fanta' cinema cups in Cineworld and Vue  
• The promotion runs across all major mobile networks including O2, T-Mobile, Orange, Vodafone, 3, Virgin, Asda Mobile, Blyk and Tesco Mobile
• The campaign has been devised by BD Network
• The new packaging has been created by Epoch.
• The new website has been created by Flourish
• The mobile credit activity is being managed by Sponge
• SiX PR have created the PR and brand ambassador plan