CHICAGO -- A shopper-marketing campaign connecting beverage pricing to the outside temperature helped Coca-Cola build market share in Spain.
The campaign is one of the case studies in “Global Perspectives on Shopper Marketing,” the Path to Purchase Institute’s compilation of best-in-class campaigns.
The program was designed to build brand awareness of its Minute Maid Limon & Nada lemon water beverage in Spain during a time when the country was hit by a financial crisis that left one in four households without an income.
Coca-Cola wanted to create a compelling value proposition during the summer season in a unique way, Efrain Rosario, Coca-Cola’s director of global customer and commercial leadership, said in a symposium yesterday at the Shopper Marketing Expo.
The result: Custom vending machines at theme parks that automatically charged three different prices based on the outside temperature. The higher the temperature, the lower the price. If the temperature was over 86 degrees, the price was $1.20; 84 degrees, $1.70; lower than that, $2.40.
“We wanted to reinforce the brand’s personality and relevance at moments of thirst,” he said.
To generate consumer excitement, the machines were equipped with real-time temperature readings displayed on monitors.
The machines were used in the summers of 2013 and 2012.
Read more: Collection of Best Practices Published
“Global Perspectives on Shopper Marketing” is a publication that features both large- and small-scale programs executed between November 2010 and February 2013.
Sponsored by he Coca-Cola Co., Geometry Global and Unilever, the 100-page book features 31 case studies from 18 different countries across six continents.
Also during yesterday’s symposium, several Unilever case studies were discussed. One program brought the Dove brand’s “Movement for Self Esteem” initiative to life at retail. Dove partnered with Walmart’s “Global Women’s Economic Empowerment Initiative.” Dove “Self Esteem” workshops were held at 1,000 Walmart stores. When moms and daughters purchased any Dove product, they were invited to take a pledge to keep the lines of communication open.
Brand ambassadors stationed near the health and beauty department greeted shopper and invited to take a picture together in front of a Dove-branded wall.
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