Sprite Lemon+ Launch
Coca-Cola Europacific Partners challenged Cartology with putting the “fizz” into their new product launch.
new to brand customers
repurchase rate
new to SKU customers
Background & Objectives
CCEP tasked Cartology with launching Sprite Lemon+ growing customer penetration and driving repeat purchase.
Cartology Solution
Cartology delivered an omnichannel launch campaign inspiring trial with target customer segments (soft drink customers, coffee customers and energy drink customers) to build repeat purchase behaviours over 6 months of activity.
Digital
Takeover eDMs and Digital Catalogue built launch awareness (inspiring trial) amongst category buyers, supported with re-engagement post shop to drive habitual purchase behaviours and brand loyalty.
In-store
In-store the campaign captured customers’ attention with bold creative across Front of Store Screens, and in-aisle Point of Sale, ensuring customers were inspired to trial.
Bespoke executions
The campaign also leveraged In-aisle, bespoke 3D Aisle Fins were created to draw attention to the new product offering and help customers find it on shelf. Customers were also given the opportunity to trial the product live, with a national in store sampling mechanic in proximity to the soft drink aisle.
Campaign Results
The campaign really captivated customers and delivered big for Coca-Cola Europacific Partners.
The strategic channel mix, combined with a trial mechanic ensured the results were outstanding with 115k new to brand customers with a 16% repeat purchase rate.
"The Sprite Lemon+ campaign was CCEP’s biggest launch of the year. The team took a different approach to the activation, rather than a launch and leave, the plan had a sustained shopper media activity for the first 6 months to drive awareness and trial.
We also challenged Cartology on how we can do things differently and make this the biggest launch for the year and this is what the team has delivered – a full omnichannel path to purchase focusing on awareness; driving media pre-store such as digital catalogue, front of store digital screens, digital banners and also driving trial with in-store sampling and multiple targeted EDM sampling mechanics.
With all of these campaign touch points, along with strong off location and promotional plans, the results were outstanding with 115k new to brand customers and a 16% repeat purchase rate.”
