Major shopper marketing promotion with augmented reality (AR) New from old - 100% Coca-Cola rPET on tour

With the introduction of bottles made from 100% recycled material, Coca-Cola is taking a major step towards a fully circular economy. The switch will save around 3,300 tons of new PET every year. The Swiss are among the absolute world leaders when it comes to recycling PET: over 83% of used PET bottles end up at the collection point. The introduction of 100% rPET is a collaboration between the manufacturer and the consumer - each individual is thus doing their bit to protect our environment.

Bottles made from 100% rPET were introduced in May 2022 for all products manufactured in Switzerland, such as the Coca-Cola, Coca-Cola Zero, Fanta, Sprite and MezzoMix brands. In order to further sensitize Swiss consumers to the topic of "100% recycled PET" through personal contact, a large Coca-Cola promotion tour was launched at Coop, which USP Partner AG was allowed to design, plan and implement for Coca-Cola HBC Switzerland.

The aim was to give consumers an understanding of the 100% rPET production process in a simple, impressive and playful way. The central element of the promotional tour was a large display with a rotating wheel, on which the rPET production process was explained in 5 simple steps. In order to anchor the innovation of 100% rPET as a lasting brand experience in the minds of shoppers, the 5-step rPET production process was also accompanied by an innovatively staged augmented reality animation.

The promotional tour was a complete success: personal contact was made with over 5,000 shoppers. Of these, 2000 had the rPET production process demonstrated to them via a display wheel (analog) or augmented reality and were thus able to deepen their knowledge of Coca-Cola rPET - "an important and right step towards a more sustainable future" was the unanimous feedback from consumers.

Briefing

Idea and concept for the communication and activation of the conversion of the container park to the sustainable solution with 100% rPET.

Solution

Infotainment was the approach: visual explanation of the cycle and how 100% rPET is created - staged live via a rotating wheel that guides shoppers step by step through the process. And digitally staged with augmented reality (AR) for the younger target group and digitally savvy people. The major shopper marketing promotion was framed with further highlights, competitions, plenty of high-impact visibility and, of course, high product pressure to promote sales directly on the sales floor.

Result

Very high engagement and interaction rates with the activation module and generally very pleasing funnel figures on the number of contacts to consultations and sales - and a strong brand presence with impact at the POS!