The Australian hospitality industry was hard hit in 2020 and they are still feeling from the impact of lockdowns and restrictions. This year is the year to shout a drink with a mate at your local, and Coca-Cola Australia is getting right behind it. It has partnered with its customers with an inspiring campaign, calling on Australians to share a Coke and support your local.
Coca-Cola Australia joined with its customers across Australia – that’s more than 1800 pubs, clubs, and restaurants in cities, suburbs, and regional towns - to roll out the well-known Share a Coke campaign but with a twist.
For the first time, this promotion was extended to on-premise licensed venues with a focus on sharing a Coke in a Jug at your favourite pub, club, and restaurant than the normal on-pack campaign Australians know and love.
This year Coca-Cola Australia offered a three-way win promotion – where the consumer could play for the chance to win up to $1M if they purchased the ‘Winning Jug’ and the venue and staff that sold that jug also play for the chance to win up to $50,000 each. The chance to play for the prize money for all three parties was conducted at an event held at the venue.
A small tavern, 500 kilometres west of Brisbane, just happened to be the winner of the Share a Coke Jug campaign. White Bull Tavern, located in Roma, Queensland, with a population of 7,000 was the scene of a big celebration recently.
Ben Cannon, owner of the family-owned and run White Bull Tavern, said his venue is your “home away from home” where they pride themselves on being part of a supportive community with some country hospitality.
Aussies love not only creating nicknames for their mates but also their local pubs, clubs and restaurants, and through the bespoke campaign, Coca-Cola Australia generated Share a Coke point of sale kits that included the venue’s nickname to connect the customer with the over-arching campaign.
The Share a Coke campaign was one of four personalised Fountain promotions run to support and drive foot traffic to venues and encourage Australians to support their local over the busy summer period, particularly an industry that was heavily impacted COVID restrictions.
The result speaks for itself. On average venues that activated the promotion performed better and grew Fountain volume, versus the same time last year and against like for like customers who did not activate the promotion.
For venues, post restrictions and border changes, this is an incredible win for their businesses.
Pete Davis, Queensland State Manager, Coca-Cola Amatil, said “the customer is at the heart of everything we do, and we wanted to create fun and excitement with our consumers but also reward our great customers for their support of Coca-Cola Amatil.”
For Ben and his team, the support from Coca-Cola Amatil over the past nine years has been significant in helping to create growth opportunities for his business, including the Share a Coke Jug promotion as well as having the local support from their business development executive, Kelly.
“We are proud of our longstanding relationship with CCA for the last nine years and look forward to more opportunities to grow our business together. This win is a great opportunity not only for our team and White Bull Tavern but also our local community,” Ben Cannon, White Bull Tavern.