7-Eleven is running a "Taste the Journey" sweepstakes and promotion with Coca-Cola Co.'s Diet Coke to drum up support for the brand's newly launched flavors and redesigned, taller 12-ounce cans.
From Jan. 24 through Feb. 28, members of the retailer's 7Rewards loyalty program can earn free private-label SKUs by purchasing the new "slim" cans. Redeemable rewards include a bag of 7-Select chips with purchase of two cans and 7-Select Go!Smart popcorn with purchase of four cans. Patrons can also enter to win one of seven $100 store gift cards with purchase of one Diet Coke beverage or one of seven $2,000 Delta vacation gift cards with purchase of five cans. Southfield, MI-based HelloWorld administers.
In stores, Diet Coke's new cans and flavors — "ginger lime," "feisty cherry," "zesty blood orange" and "twisted mango" — are stocked in coolers and enjoy secondary merchandising space at some locations via suction racks. A home page carousel ad and promotional page within 7-eleven.com, an ad in the retailer's mobile application, and co-op display ads running on websites including southernliving.com support.
Diet Coke's relaunch also received support at other retailers. Albertsons, for example, is hosting an account-specific sweepstakes while Walgreens recently posted a six-second Facebook video that depicts the five varieties and communicates a "because being a little extra is cool sometimes" message.