Costa chilled coffee RTD launches festival on-pack promo

Coca-Cola Europacific Partners Great Britain (CCEP) has announced a new summer on-pack promotion across its Costa Coffee RTD chilled coffee range, giving consumers the chance to win tickets to some of the UK’s biggest music festivals, including Cornwall’s own surf and music festival, Boardmasters – which Costa Coffee is partnering with for 2024.

From 6 May until 28 July, shoppers will have the chance to win tickets to events including Boardmasters, Y NOT Festival and Kendall Calling, by scanning QR codes on promotional packs of Costa Coffee RTD Latte and Frappé ranges. The code will take shoppers to a website where, if selected, they can win one of thousands of instant win exclusive prizes and be entered into free prize draws to win VIP or general entry tickets and accompanying spending money*.

Tickets for Boardmasters sold out in record time in 2023, meaning the new on-pack promotion will provide another chance for consumers to secure their place at the must-attend event on the Cornish coast. What’s more, demand for 2024 tickets is at an all-time-high, with this year’s edition of the festival headlined by huge acts including Chase & Status, Sam Fender and Stormzy. As well as the chance to win tickets, there will be more than 2,000 other exclusive prizes also up for grabs, including online retailer vouchers, ridesharing vouchers and e-vouchers to spend at Costa.

Marketing Support

The promotional packs are boldly designed to stand out on shelf, with the Latte cans featuring a lanyard which is synonymous with attending festivals. The on-pack promotion will be supported by a consumer marketing campaign which includes social media and digital out-of-home advertising, PR and influencer activity, as well as consumer sampling and on-site activation at Boardmasters. The campaign will kick off Costa Coffee RTD’s new creative platform “Be Ready For What’s Next” that goes live on YouTube from mid-May, and will refer to Costa Coffee’s partnership with Boardmasters.

Convenience retailers can request digital and POS materials via My.CCEP.com to create theatre in-store and on social media.

RTD chilled coffee opportunity in convenience

The promotion will help convenience retailers tap into the growing popularity of RTD chilled coffee, with sales peaking during the summer months. In fact, RTD chilled coffee is growing ahead of total soft drinks in both volume and value, and is now worth more than other segments, including adult soft drinks and mixers.

“Music festivals are a staple of British summer, as thousands of people look to attend music events up and down the country with friends and families,” said Helen Kerr, Associate Director of Portfolio Development at Coca-Cola Europacific Partners GB.

“By bringing together the nation’s favourite coffee brand and some of the nation’s favourite summer events, we’ll be helping retailers to engage shoppers and tap into the growing RTD coffee opportunity, particularly during the warmer months.”

The Costa Coffee RTD range is helping to drive growth, up 10.4 per cent in value in convenience over the past year and growing ahead of the RTD chilled coffee segment in this channel.

“We look forward to seeing how our retailing partners get behind the promotion in-store to drive engagement with shoppers, capitalising on the approaching summer festival season,” concluded Kerr.

The Costa Coffee RTD chilled coffee range is fully HFSS-compliant and includes flavours such as Latte, Caramel Latte, Choc Fudge Brownie Frappé and Caramel Swirl Frappé.

* Terms and conditions apply.