Sampling campaign reaches over a million

The Coca-Cola light re-launch commenced at the beginning of July 2006, following extensive quantitative research, during which local consumers indicated a preference for the fresh packaging graphics and improved taste. This is the second time that the Coca-Cola light formula has been changed since the brand was first introduced to the South African market as Diet Coke in the mid '80s.

Kick-off

To kick-off, promotional teams distributed over 220 000 cans to commuters in Johannesburg, Durban, Pietermaritzburg, Bloemfontein, Port Elizabeth and Cape Town. Activations were planned twice a day, during peak traffic periods, in areas where Coca-Cola light billboards were most visible.

To support this programme, the brand acquired nearly 100 separate outdoor sites across the country, with a combined square meterage of well over 1500m². Branded trucks, banners and promoters contributed to a distinctive on-street presence.

During the workday, the sampling crews didn't rest and targeted major office parks in all the key centres. A further 64 000 cans were sampled this way.

Boardmans

Consumers who missed the intersection and 'at work' sampling were able to try the new look, better taste Coca-Cola light when they made a purchase at one of the 30 Boardmans stores nationwide. Around 245 000 people were reached through this channel.

In keeping with Coca-Cola light's young and trendy appeal, consumers sampling in-store were also invited to enter a competition, where they stood the chance of winning one of five designer SMEG fridges.

According to brand manager Vanessa Adams, the thinking behind the Boardmans/SMEG promotion was to connect the brand to a particular lifestyle set. "Coca-Cola light appeals to individuals that appreciate the finer things in life, and being able to experience the soft drink in a contemporary décor environment was a natural extension of the brand promise."

The balance of nearly 500 000 cans were sampled at 186 selected supermarkets and hypermarkets, as well as lifestyle events, such as the International Fashion Sale and Decorex.