Coca-Cola European Partners has launched a Relentless on-pack promotional tie-up with Defected Records, a house music record label.
The Tickets and Tracks push will see a unique code printed under the black tab of cans across the energy brand’s portfolio of six flavours, to allow shoppers to download a free Defected track, with 10 available to collect. The code will also enter consumers into a daily prize draw to win a pair of tickets to a major UK festival.
Running for 100 days from July to October, the tie-up between Relentless and Defected aimed to capitalise on the fact 76% of the energy brand’s target audience attended one or more music festivals per year, said CCEP.
“Relentless has connected with urban music fans through its targeted marketing campaigns and activations, and this new on-pack promotion and partnership with Defected Records will help to further build brand loyalty,” said the soft drink giant’s GB operational marketing director, Simon Harrison. “This new partnership is also another example of how we’re energising our portfolio of leading brands through really engaging brand initiatives.”
The campaign is set to be supported by in-store PoS.