Austria

Coke light Sampling

Austria, September 2002

 Background Austria

12 MMT Sales Coca-Cola light Austria 29% Austrians potential Coke light Users

6800
Taste Barrier

6600
12
6400
+7.0% YTD
6200
44
6000 26
5 6 4 3
5800
Committed Shallow Convertible Available Ambivalent Unavailable
1

2
1
1

2
01

02
01

01

02

02
01

01
01

01
01

02

02
02
Jul- 0

Jul- 0
Oc t- 0
Jan- 0

Jun- 0

Jan- 0

Jun- 0
Mar -

Mar -
Feb-

A pr -

Feb-

A pr -
May -

A ug-
Sep-

Nov -
Dec -

May -

A ug-
Sep-
Users: 15% Non-users: 85%
Source: Margin Minder Source: ICS 01

Constant Increase in User Base Sampling Activities 2000-2002

30
• no sampling in 2000
25

20 14 • Coke light Man 2001:

• 250.000 cans distributed in offices
15 9 +40%
10 • Coke light Man 2002:
5 12
8 • 400.000 cans distributed in offices and on
5
4
2 2 2 the way to work
0
2000 2001 2002
• Coke light with Lemon:
daily+ weekly+ monthly+
• 200.000 contacts in supermarket
Source: Radar, Aug 2002
 Art Sampling 2002 - Overview Austria

• Objective:
– attractive theme which will involve consumers considering we are
not sampling a new product
• Concept:
– consumers get an ice-cold Coke light can
– they can sign the empty cans which are collected
– a known Austrian artists creates a statue out of the collected cans
– the statue is revealed in a press-conference to generate free media
• Program Elements:
– 250.000 cans distributed
– radio cooperation to announce sampling locations
– PR
• Budget: 185.000 €
 Results Austria

• 250.000 cans distributed

• Consumer Response:
• 21.000 cans collected
• 14.000 cans were signed
• consumers visited gallery while statue was
being created

• Free Media generated:

• 15.000 €from radio cooperation
• majority of reports to come after statue
revealed (Oct 15)
 The Statue Austria

Gallery where the statue Artist with his work

was created