July 14, 2023
For the two largest Swiss retail channels, Migros and Coop, Coca-Cola HBC Switzerland Ltd. is ringing in the summer together with USP and activating the two important consumer occasions "BBQ" and "Music" for shoppers with two different retail implementations. At Migros, an atmospheric brand presentation on the promotional areas set the mood for the open-air festival season. At Coop, on the other hand, the focus was on togetherness on a beautiful, warm summer's day at a barbecue with friends and family.
The aim of the activations was to make consumers experience the Coca-Cola brand as the perfect soft drink and the right companion for important consumer occasions through the various appearances. During the promotional tour for Migros, the stand conveyed a festival feeling, and the digital game to activate shoppers on the promotional area was also entirely dedicated to this theme, with an instant prize of an ice-cold Coca-Cola zero. In addition, suitable shopper offers with add-ons and high product pressure ensured the necessary focus on product sales at the POS.
A garden table set and decorated with loving attention to detail as a symbol of the cozy get-together at a barbecue with family and friends formed the heart of the brand presentation at Coop. Here, too, shoppers were motivated by an entertaining activation game in keeping with the theme: a hot wire in "barbecue style" ensured fun for young and old at the stand - especially thanks to the reward of a perfectly chilled Coca-Cola zero after participating in the game. Thanks to the partnership with Bell, consumers also had the opportunity to benefit from a cashback when purchasing a "combo deal" of selected Bell and Coca-Cola products at the stand, which could be redeemed simply and easily via TWINT.
Strong and themed visibility elements, interactive animation tools with refreshing instant prizes, attractive competitions, high merchandise pressure with discount and matching add-on promotions through to the TWINT cashback ensured that the unique brand experience could also be translated into measurable results.
USP was entrusted with the overall responsibility for the live marketing activation and was responsible for the project management of the idea and concept, development and realization of the stand and brand presence, for promoter management and training as well as for ensuring the logistics up to the professional overall appearance and implementation on site.