Coca-Cola European Partners (CCEP) is planning to deliver 50,000 sample boxes of its Costa Coffee ready-to-drink (RTD) range to households across the UK as part of a major summer sampling campaign. Another 100,000 cans will also be given away in park locations as part of drive build on the 26% growth in the RTD coffee segment.
Following an initial round of sample box drops in late May, the two further activations are being rolled out from this month ready to tap into the summer weather when purchasing of RTD coffee typically peaks.
Members of Costa’s Coffee Club have been invited to nominate their postcode to receive a sample. Each of the 50,000 sample boxes contains two cans of Costa Coffee RTD and a card with product messages and mocktail & smoothie recipe ideas.
Simon Harrison, VP of Commercial Development at CCEP GB, said: “The RTD coffee sector is enjoying 26.5% growth, and Costa Coffee RTD is already worth £6m, just eight months since launch. In fact, it’s is already the no.3 RTD coffee brand within the impulse channel.
“While the on-the-go mission has been less of a focus for consumers during recent months, Costa Coffee RTD has been tapping into ‘coffee moments’ within the home, providing pick me ups whilst consumers work from home or want some much needed me time alongside a snack.
“As lockdown measures continue to ease, the sunshine returns and more consumers are on-the-go, convenient RTD formats like Costa Coffee RTD deliver much-needed ‘little lifts’ anytime, anywhere. The latest campaign will keep the brand front of mind with coffee enthusiasts, during the key summer months helping to drive follow up sales for retailers.”
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