Shopper Marketing - May 2018 - 34

34

SHOPPER MARKETING MAY 2018

INSTITUTE STRATEGIST
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Diet Coke Gets Taller, 'Feisty'
Brand's new flavors and redesigned cans earn in-store and digital support at retail
By Institute staff

Coca-Cola Co.'s Diet Coke kicked off the new year by
launching four new flavors and debuting redesigned,
taller 12-ounce cans.
The flavors - "ginger lime," "feisty cherry," "zesty blood
orange" and "twisted mango" - were the result of a twoyear innovation process. The company spoke to more
than 10,000 people from across the country to gather
ideas and input on potential flavor extensions and packaging updates. Based on these insights, Coca-Cola's
R&D team developed and tested more than 30 Diet Coke
flavor combinations, ultimately arriving on four flavors
that received the most positive consumer responses.
Packaged in the revamped cans, the standard and new
flavors rolled out to stores in January.
Diet Coke's national campaign included creating
"house parties" via Irvington, New York-based Ripple
Street (formerly House Party), a company that brings
brand-sponsored parties to consumer homes. The events
were staged March 24 with party hosts receiving free

JEWEL-OSCO

coupons for five eight-pack cases of Diet Coke, party
props and other branded accessories to distribute to
guests. The gatherings served to encourage trial and
participants posted their reviews and thoughts on a Diet
Coke "House Party" event page within houseparty.fun.
Target, Meijer, Hy-Vee and Giant Eagle also sponsored
their own parties to spotlight the flavors' arrival in their
stores. Hosts for retailer-specific events received the same
party materials and event pages directed participants to
the retailers' respective websites and Facebook pages.
The rollout also earned other retailer support across
channels.
7-Eleven ran a "Taste the Journey" sweepstakes and
promotion from Jan. 24 through Feb. 28 that let members of the retailer's 7Rewards loyalty program earn free
private-label SKUs by purchasing the new "slim" cans.
Shoppers could also enter to win one of seven $100 store
gift cards with purchase of one Diet Coke beverage or
one of seven $2,000 Delta vacation gift cards with pur-

chase of five
cans.
A carousel
ad on 7-eleven.com a nd
an ad within
WALMART
the retailer's
mobile application touted the sweeps. The convenience
store further underscored the brand's launch by offering
loyalty members 200 bonus points with a Diet Coke
purchase through May 2. Points are redeemable at the
retailer for food and drink.
Albertsons Cos. ran an account-specific "Because It's
Your Adventure" sweeps awarding 44 winners a "flavorinspired experience" such as a kayak and coastal cuisine
getaway in Washington's San Juan Islands, an art and
music trip in New Orleans, or a salsa dancing vacation
in Miami. Participants entered from Feb. 1 to April 30 by
purchasing one of the Diet Coke flavors and uploading

a qualifying receipt to a microsite operated by sweeps
administrator HelloWorld, Southfield, Michigan. In
stores, support included several floorstands spread out
near entrances and the checkout area, as well as shelf
labels positioned down the beverage aisles.
Meanwhile, Walgreens posted a six-second Facebook
video on Feb. 12 that depicted the five Diet Coke varieties and communicated a "because being a little extra is
cool sometimes" message. Diet Coke floorstands stocking the five flavors and carrying a "because delicious deserves a try" message also supported the launch in stores.
At Walmart, Diet Coke received the spotlight through
account-specific, gravity-fed merchandisers and dump
bin pallet displays encouraging shoppers they "need a
break from the ordinary."
The beverages also received secondary merchandising space via gravity-fed floorstands at retailers such as
Ahold Delhaize's Stop & Shop and Albertsons' JewelOsco as well as floorstands at Target, Ahold Delhaize's
SM
Food Lion and Kroger's QFC.

Editorial Index Companies named in the editorial columns of this issue are listed below.
#paid . . . . . . . . . . . . . . . . . . . . . . . . . . . . .23
7-Eleven . . . . . . . . . . . . . . . . . . . . . . 30, 34
Ahalogy. . . . . . . . . . . . . . . . . . . . . . . . . . .22
Ahold Delhaize. . . . . . . . . . . . . . 29, 31, 34
Albertsons Cos. . . . . . . . . . . . . . 30, 31, 34
Amazon.com . . . . . . . . . . . . . . . . . . 10, 19
Blue Mound Soap Co. . . . . . . . . . . . . . . .32
Brandless . . . . . . . . . . . . . . . . . . . . . . . . . .8
Chico's FAS . . . . . . . . . . . . . . . . . . . . . . . .24
Collective Bias . . . . . . . . . . . . . . . . . . . . .22
Coca Cola Co., The . . . . . . . . . . . . . . 30, 34
Conagra Brands . . . . . . . . . . . . . . . . . . . .29
CraveLabs . . . . . . . . . . . . . . . . . . . . . . . . .25

Danonewave . . . . . . . . . . . . . . . . . . . . . .32
Darkstore . . . . . . . . . . . . . . . . . . . . . . . . .24
Edelman . . . . . . . . . . . . . . . . . . . . . . . . . . .9
Evol Foods. . . . . . . . . . . . . . . . . . . . . . . . .32
Exchange . . . . . . . . . . . . . . . . . . . . . . . . .18
FCB/RED . . . . . . . . . . . . . . . . . . . . . . . . . .16
FoodLogiQ LLC . . . . . . . . . . . . . . . . . . . . .25
General Mills . . . . . . . . . . . . . . . . . . . . . .29
Giant Eagle . . . . . . . . . . . . . . . . . . . . . . . .34
Google. . . . . . . . . . . . . . . . . . . . . . . . . . . .11
Gourmia . . . . . . . . . . . . . . . . . . . . . . . . . .26
Heinen's . . . . . . . . . . . . . . . . . . . . . . . . . .32
HelloWorld . . . . . . . . . . . . . . . . . . . . . . . .34

Hershey Co. . . . . . . . . . . . . . . . . . . . . . . .29
Hy-Vee. . . . . . . . . . . . . . . . . . . . . . . . . . . .34
Indigo Wild. . . . . . . . . . . . . . . . . . . . . . . .32
Influenster . . . . . . . . . . . . . . . . . . . . . . . .23
ItemMaster. . . . . . . . . . . . . . . . . . . . . . . . .6
J.M. Smucker Co., The. . . . . . . . . . . . . . .29
Kantar Consulting . . . . . . . . . . . . . . . . . .10
Kellogg Co. . . . . . . . . . . . . . . . . . . . . . . . .27
Kraft Heinz . . . . . . . . . . . . . . . . . . . . . . . .29
Kroger . . . . . . . . . . . . . . . . . . . . . . 6, 29, 34
Label Insight . . . . . . . . . . . . . . . . . . . . . . .6
Linqia . . . . . . . . . . . . . . . . . . . . . . . . . . . .22
LiveRamp . . . . . . . . . . . . . . . . . . . . . . . . .25

L'Oreal . . . . . . . . . . . . . . . . . . . . . . . . . . . . .6
Meijer . . . . . . . . . . . . . . . . . . . . . . . . . 6, 34
ModiFace. . . . . . . . . . . . . . . . . . . . . . . . . . .6
Mondelez International . . . . . . . . . . . . .31
Myxx . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .6
News America Marketing. . . . . . . . . . . . .6
Nike . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .24
Path to Purchase Institute. . . . . . . . . . . .1
Pfizer. . . . . . . . . . . . . . . . . . . . . . . . . . . . .29
PepsiCo/Frito-Lay . . . . . . . . . . . . . . . . . .28
Pinterest . . . . . . . . . . . . . . . . . . . . . . . . . .24
Pizza Hut. . . . . . . . . . . . . . . . . . . . . . . . . .10
Post Holdings. . . . . . . . . . . . . . . . . . . . . .29

Procter & Gamble . . . . . . . . . . . . . . . . . .10
RangeMe. . . . . . . . . . . . . . . . . . . . . . . . . . .8
Red Bull. . . . . . . . . . . . . . . . . . . . . . . . . . .27
Ripple Street . . . . . . . . . . . . . . . . . . . . . .34
ShopRite . . . . . . . . . . . . . . . . . . . . . . .27, 31
SmartCommerce . . . . . . . . . . . . . . . . . . .24
SnackNation. . . . . . . . . . . . . . . . . . . . . . .27
Snapchat. . . . . . . . . . . . . . . . . . . . . . . . . 24
Soapbox Influencer Marketing . . . . . . .23
Sprinklr . . . . . . . . . . . . . . . . . . . . . . . . . . .26
Stonewall Kitchen. . . . . . . . . . . . . . . . . .32
Talking Rain Beverage Co. . . . . . . . . . . .28
Target . . . . . . . . . . . . . . . . . . . . . 11, 18, 34

Testo Inc. . . . . . . . . . . . . . . . . . . . . . . . . .25
Topco Associates . . . . . . . . . . . . . . . . . . . .6
Twitter. . . . . . . . . . . . . . . . . . . . . . . . . . . .24
Two Fat Guys . . . . . . . . . . . . . . . . . . . . . .32
Unilever. . . . . . . . . . . . . . . . . . . . . . . .11, 30
Verizon . . . . . . . . . . . . . . . . . . . . . . . . . . .18
Viber . . . . . . . . . . . . . . . . . . . . . . . . . . . . .26
Walgreens . . . . . . . . . . . . . . 10, 29, 30, 34
Walmart . . . . . . . .1, 12, 27, 28, 29, 30, 34
Whole Foods . . . . . . . . . . . . . . . . . . . . . .18
Wonderful Co., The . . . . . . . . . . . . . . . . .27
WPP . . . . . . . . . . . . . . . . . . . . . . . . . . 10, 11
WSL Strategic Retail . . . . . . . . . . . . . . . .10


http://p2pi.org http://www.7-eleven.com http://www.7-eleven.com http://www.Amazon.com

Table of Contents for the Digital Edition of Shopper Marketing - May 2018

Contents
Shopper Marketing - May 2018 - Intro
Shopper Marketing - May 2018 - 1
Shopper Marketing - May 2018 - 2
Shopper Marketing - May 2018 - Contents
Shopper Marketing - May 2018 - 4
Shopper Marketing - May 2018 - 5
Shopper Marketing - May 2018 - 6
Shopper Marketing - May 2018 - 7
Shopper Marketing - May 2018 - 8
Shopper Marketing - May 2018 - 9
Shopper Marketing - May 2018 - 10
Shopper Marketing - May 2018 - 11
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Shopper Marketing - May 2018 - 36
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