CCGB has done its research - it knows that summer is the peak time for teen mobile usage and consumption of flavoured sparkling drinks, therefore the timing could not be better. The promotion is also perfectly pitched to engage its audience.
is a good offer, and one that quickly provides a reward. However, it is a finite amount of reward. Eight cans will provide consumers with the maximum of £4 credit available to claim. Could CCGB perhaps have given consumers another reason to keep buying the drinks, such as the chance to win a new mobile phone, for example?
The on-pack presentation of the offer is clean and clear, and the use of promotional codes to enter on the specially-created website is a simple and effective mechanic. The website itself is easily navigable and visually appealing.
It's also a clever promotion because, as a spontaneous buy, it encourages consumers to switch at point of purchase. Are they going to go for the can of that doesn't offer them phone credit, or the can of Sprite that does? Both are carbonated lemon and lime flavour soft drinks, but only one will give them the equivalent of 10 minutes' talk time.
The promotion will be mentioned at the end of the latest Dr Pepper TV ad campaign, but it doesn't really do anything to boost the individual brands - it's simply a consumption-driving campaign to boost sales.
Has CCGB missed a trick here? Think of the fun to be had with the Dr Pepper brand and its use of humour with the ‘What's the worst that can happen?' tagline.
This is not a criticism, but a way that CCGB could have been a bit more creative. A can of Dr Pepper gives you 50p phone credit, so ‘what's the worst that can happen?' CCGB could have produced a simple campaign in which, for example, a teenage boy uses the credit to call the love of his life and makes a fool of himself. It's an easy connection, and we've all been there.
But that's just being picky. Credit where credit's due - all in all, it's a sparkling campaign.
Promo Score: 8 out of 10
Agency: BD Network
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