As the Rugby World Cup draws closer and Kiwis inevitably succumb to the ensuing mayhem, ticket to the matches are becoming an increasingly prized commodity—especially when they’re tickets to the quarters, semis and the finals. And wouldn't you know it, Coca-Cola is planning to capitalise on that enthusiasm with a multi-channel campaign that includes what it says is its largest ever on-pack promotion.
Last month the company launched its on-pack promotion across the Coca-Cola, Coca-Cola Zero, Diet Coke and Sprite brands. The promotion is being rolled out in three stages over a 20-week period and gives the public the chance to win one of 100 double ticket packages to the quarters, semis and finals. But it’s not just about the tickets, ticket winners will also have their travel, accommodation and $250 of spending money covered.
The packs are supported by POS visuals that include branded goal posts and display units made out of cases of Coca-Cola to recreate a bus featured in the brand TVC. That TVC, which made its debut last month and will run until October, is the work of the folks at Ogilvy. It features globetrotting rugby supporters traveling across an iconic piece of Kiwi landscape who decide to stop at a remote dairy and in doing so, find only one bottle of Coca-Cola in the fridge. A spontaneous Rugby match ensues where the Coke bottle acts as the rugby ball.
Just last week the company launched its Unsung Heroes campaign, working in collaboration with MediaWorks’ TV3. That campaign involves ex-All Black Josh Kronfeld and TV presenter Drew Neemia asking the nation to nominate Kiwis who are doing great things for Rugby at a grass-roots level. Four winners from around the country will be paid a surprise visit by Kronfeld and Neemia and rewarded with a double ticket package to the Rugby World Cup 2011 final.
Coca-Cola Zero has already been busying itself with getting into the minds of the public with its Bound By Black book which has been travelling the length of New Zealand to garner signed messages of support from Kiwis.