CUSTOMERS

Coca-Cola aimed at encouraging households to have the drink at their dinner. The brand created suitable 750 ml glass pack and conducted sampling campaign by visiting households during dinner time to give away the product.

Following the brand strategy to offer the right product in the right pack to suit the consumers’ occasion, a new pack was targeted to 2-3 member households and the company conducted direct marketing activation as door-to-door product sampling during dinner time. The sampling was accompanied with a short survey regarding target audience attitude to the product and its consumption behavior. Within the first run of the campaign in Bulgaria in 2016, Coca-Cola System had response data by 230 000 interviewed households, accompanied with GPS data sets.

“A4E team was very proactive in finding the proper efficiency boosting solution and displayed an extremely high level of work performance. They were full of alternative approaches in reaching the project objectives. Our expectations for valuable ideas and proactive work were definitely exceeded”

Stoyan Ivanov | Coca-Cola Franchise Country Manager BU/HR/BA/SI