Coca-Cola Co. is promoting its newly launched Diet Coke flavors at Albertsons Cos. chains as the manufacturer repositions the brand to target a more modern consumer.
Supporting in-store P-O-P materials invite shoppers to enter an account-specific sweepstakes to “taste new adventures” by winning one of the following “flavor-inspired experiences:”
A kayak and coastal cuisine getaway in Washington's San Juan Islands
A salsa dancing vacation in Miami
A polo and racquet club getaway to Santa Barbara, CA
An art and music trip in New Orleans
The company-wide "Because It's Your Adventure" sweeps runs from Feb. 1 to April 30, awarding 11 trips to each destination.
Participants enter by purchasing one of the new Diet Coke flavors — feisty cherry, zesty blood orange, twisted mango or ginger lime — and uploading a qualifying receipt to cokeplaywin.com/youradventure, which redirects to a microsite operated by sweeps administrator HelloWorld, Southfield, MI.
In stores, support includes several floorstands spread out near entrances and the checkout area, as well as shelf labels positioned down the beverage aisles. In addition, some chains touted the sweeps alongside a deal for two eight-packs of Diet Coke slim cans for $5 as part of spectaculars deployed ahead of the Super Bowl.
Features in February "Big Book of Savings" coupon books from various Albertsons chains also supported the sweeps.