P-O-P Spotlight: Coca-Cola Orange Cream
Coca-Cola Co. tapped into the resurgence of nostalgic flavors among Millennials and Gen Z by launching orange cream versions of Coca-Cola and Coca-Cola Zero in February.
“Coca‑Cola orange cream will appeal to variety seekers looking to mix up their routines, find joy in trying new things and discover their next favorite beverage,” Sue Lynne Cha, Coca-Cola vice president of marketing, North America, said in a statement. “We’re constantly on the lookout for trending flavors while staying true to the essence of Coca‑Cola.”
Coca-Cola promoted the launch with a TV commercial set to Mariah Carey’s “Fantasy,” sampling at events and on college campuses, social media content, and a sweepstakes running Feb. 10 to March 9 that awarded 30 prize packs each week (including an inflatable orange chair, blanket, beanie and tumbler). The launch campaign also featured numerous activations across retailers.
Cooler clings at Wawa plugged the new SKUs, offering any two 20-ounce bottles of Coca-Cola or Sprite for $4.25 from Feb. 10 to April 6.
Albertsons’ Jewel-Osco spotlighted the new flavor on case stack headers spotted in St. Charles, Illinois, offering a "buy two, get one free" deal on all Coca-Cola 12-packs. Floorstands seen at Albertsons Cos.’ Acme in Vernon, New Jersey, plugged the drink as “a flavor twist you can’t resist.”
We saw the same floorstands at Kroger’s Mariano’s in Wheaton, Illinois, where they were positioned near pallet displays stocking other Coca-Cola products.
Spectaculars spotted at Meijer in St. Charles, Illinois, activated Coca-Cola’s sponsorship of NCAA college basketball during March Madness with “taste orange cream madness” signs. The displays included the orange cream floorstand along with stacks of Powerade, Bodyarmor and Fanta.
Dollar General received account specific floorstands dangling a digital coupon for $1 off the purchase of $5 worth of Coca-Cola orange cream. Orange cream 12-packs were also stocked beneath Coca-Cola refrigerated endcaps spotted in Monroe, New York.
Case stack signs spotted at Walmart in DeKalb, Illinois, plugged the new flavor along with Smartwater and Diet Coke and offered a $5 rebate via PayPal or Venmo with the purchase of $20 worth of Coca-Cola. The sign used a QR code to link to a page where shoppers could upload their receipt through Dec. 31.
Since 2003, P2PI has served as marketers’ eyes in the aisles and offered its member community access to a robust Image Vault, which today comprises nearly 160,000 images (and counting), across a variety of retailers, product categories, channels, touchpoints and themes. Each month, we will showcase a sampling of eye-catching physical activations and themes from the vault.
- About Field Reports
P2PI editors and staff regularly look for interesting and relevant digital and in-store marketing, monitoring the merchandising and marketing activity at various leading retailers in the U.S. and Canada. Our exclusive field reports highlight what's new and notable for commerce marketers.
