Details
16 December 2020
Coca-Cola is always a popular option amongst consumers and its Coca-Cola No Sugar (CNS) item saw a 8.8% volume growth in 2018 compared to the same period in 2017. Despite this, sales from its main impulse channel, convenience stores, saw a decline compared to 2017. To boost sales in this segment, The Coca-Cola Company Singapore (TCCC) and Ogilvy Malaysia tapped on the popular Star Wars franchise to draw consumers to convenience stores and purchase the Coca-Cola No Sugar. The Coca-Cola Galactic Bottles campaign resulted in the company winning gold for Excellence in Customer Engagement at
MARKETING-INTERACTIVE's recent Marketing Excellence Awards 2020
Challenge
Singapore's Ministry of Health has been running campaigns on the dangers of sugar on one's health since 2008 and volume sales for TCCC has seen a dip of 2.6% from 2012 to 2017. The company managed to bounce back with the introduction of Coca-Cola No Sugar but bottle sales for this product at convenience stores, particularly 7-Eleven in Singapore, dipped by 2% in 2018 compared to 2017, while other channels fuelled the brand's growth.