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Coca-Cola
Taste of the Tournament for Kroger, Hershey's, Mondelez, & The Coca-Cola Company

RAN IN: United States

CLIENT
The Coca-Cola Company

Stacy Jackson, Assistant Vice President, Kroger Team
Amy Geers, Senior Shopper Marketing Manager
John Mount, Vice President Retail Channel Strategy & Marketing at Coca-Cola Refreshments


Mondelez International

Kara Farnham, Customer Director
Stephen McGowan Director, Shopper Marketing

AGENCY
Melt ATL *Lead Agency

Vince Thompson, CEO/Founder
Sarah Davis, Vice President, Events & Accounts Services
Margaret Worrell, Associate Account Executive


TPN


Phoenix Creative Co.


The Hershey Company

Justin Zimmaro, Senior Manager, Shopper Engagement


Geometry Global


SUMMARY

During the month of March, The Coca-Cola Company, Mondelez International and Hershey’s executed a marketing campaign to drive sales among Kroger shoppers who were looking for fun and easy foods and beverages for home viewing occasions – specifically March Madness games. The campaign offered food and beverage ideas and recipes to shoppers online, on social media, in stores and through events, resulting in an incremental dollar lift of $5.9 million and a 7.6% lift in base dollar sales for all promoted brands.

CASE STUDY

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CASE VIDEO


Hero Medium: RETAIL EXPERIENCE

Medium Featured On Video: BRANDED CONTENT Pre;BRANDED CONTENT During;DIGITAL/INTERACTIVE Pre;DIGITAL/INTERACTIVE During;DIGITAL/INTERACTIVE Digital Video;DIGITAL/INTERACTIVE Display Ads;DIGITAL/INTERACTIVE Gaming;DIGITAL/INTERACTIVE MFR/Retailer Website;DIRECT Pre;DIRECT Email;EVENTS During;MOBILE/TABLET During;MOBILE/TABLET Display Ad;PACKAGING During;PR During;PRICING During;PRICING Couponing;PRICING Trade;RETAIL EXPERIENCE Pre;RETAIL EXPERIENCE During;RETAIL EXPERIENCE In-Store Merchandizing;RETAIL EXPERIENCE POP;RETAIL EXPERIENCE Retailtainment;RETAIL EXPERIENCE Sales Promotion;SAMPLING During;SAMPLING In-Store;SOCIAL MEDIA Pre;SOCIAL MEDIA During;SOCIAL MEDIA Post

Audience: Young Men (20-35)

Objectives: Increase sales, volume

Type: Business to Consumer

Classification: National

Language: English