Loyalty Goals

Coca-Cola Beverages is the biggest soft drinks manufacturer in Switzerland.
The Coca-Cola Company has been trading since 1936, and the various Coca-Cola brands are available from 60,000 retailers and 23,000 bars and restaurants. Valser mineral water – the best-selling Swiss bottled mineral water – has been part of the Coca-Cola family since 2002.
To protect its markets against water products from Nestlé, Danone, PepsiCo and Sinalco cola and to ramp up the promotion of the Valser brand in the bar- and restaurant distribution channels, Coca-Cola relied on Nebus Loyalty’s creativity.

Strategy

Nebus Loyalty developed a B2B loyalty campaign for Valser mineral water, leveraging cross-selling opportunities with other Coca-Cola products.
The goal was simple: Increase turnover, sales and distribution over a nine-month period. In the first five months, the campaign focused on both Valser and Coca-Cola; for the rest of the period, the campaign was exclusively for the Valser brand.
The programme itself was two-pronged, with a rewards- and an instant-win component. By using ‘neck hangers’ (cardboard fiches around the bottle-necks), the campaign was extended to customers: Green hangers were worth 20 Valser loyalty points, and red ones for Coca-Cola, worth 10 points.
Points were redeemable for a limited number of high-quality prizes. To further improve the efficiency of the campaign, each neck-hanger had a scratch-to-win panel giving a chance to win one of 400 diamonds. The diamond was the symbol for the promotional campaign, symbolising the clear, natural and real nature of the products. Nebus Loyalty developed the concept and executed it from start to finish: Distribution to 23,000 outlets, promotional flyers for the crates, e-commerce communication via the website, inbound and outbound telesales, sourcing, and distribution of the gifts and ‘diamonds’.

Results

For competitive reasons, Coca-Cola chooses to keep the numbers under wraps, but is currently considering similar campaigns for the nearby future to strengthen market penetration and brand preference.