CCE targets mobile teens

Coca-Cola Enterprises is giving away 50p in mobile credit on any major network with purchases of Fanta, Sprite and Dr Pepper.

The promotion is running on 33cl cans and 50cl bottles of the carbonate brands until September 30.

CCE claimed the offer would make a total of £23.5 million in free phone credit available.

It will be backed by a six-figure investment including TV, outdoor ads, mobile media and POS.

Consumers have to text in the on-pack code or enter online to claim their credit, which will be added to their account within 48 hours.

The promotion is designed to appeal to teens who have limited spending power and 75% of whom claim they run out of credit regularly, according to CCE.

It said that a similar campaign in 2009 resulted in a 20% average increase in rate of sale on the same packs involved in this year’s promotion.

Trade communications manager Selena Taylor said: “The offer has proved to be highly appealing to teen consumers and this year we have around 47 million packs up for grabs, which are key formats for this audience.

“Around 75% of teen soft drinks purchase decisions are made at the chiller, so the strong packaging and instant win element of this promotion are key drivers to encourage purchase.”