This year, it is Damla Minera’s turn for renewal!
We have increased brand strength by adapting our Damla Relaunch to the changing circumstances
The perception of health and immunity was strengthened with the emergence of the Covid-19 pandemic. Thanks to its healthy content, the mineral water category has grown at a faster rate among non-alcoholic beverages during this period. Mineral water has come to the fore as a beverage category, increasing the rate of entering homes more than any other category; mineral water now enters seven out of 10 homes. We have begun to offer nature’s refreshing energy to the consumer through Minera’s renewed identity. Emphasizing the fun, colorful, active and dynamic aspect of nature through our renewed bottles and novel flavors, we have undertaken the mission of providing energy and refreshment through the power of fruit. We will further strengthen our portfolio in 2021 through our new flavors.
In 2020, the face of our Damla Relaunch, in which
we emphasized the values of purity and naturalness typified by Damla, was Nil Karaibrahimgil. We continued to articulate our message, “For those who seek a natural taste, the answer is at its source,” throughout the year via multiple channels. We paused our brand communication in the 2nd and 3rd quarters due to the Covid-19 pandemic. Despite this, we achieved our targeted increases in all the metrics within Brand Power and authored a successful relaunch process by rising to second place in the meaning score.
We broadened our portfolio by presenting multiple Damla packages to our consumers
We are increasing our strength in the e-commerce channel, which has grown through our Banabi collaboration
We responded to the need for increased stocks during the Covid-19 pandemic, while seizing the opportunity in the multiple package market that grew in the modern channel. Accordingly, we launched our Damla 12x500 ml Open&Drink Package; we also launched our 6x1L Migros special package across Turkey as the Advantage Six-Pack. With our 12x500 ml package, we took part in CarrefourSA and Migros basket activities and family discounts, achieving successful sales and turnover results.
We took steps to raise our profile and visibility in the e-commerce channel, which has grown rapidly during the Covid-19 pandemic. We consider our Banabi collaboration, which started in 2019, as a platform on which to create campaign concepts aimed at transforming insights into action. We ranked 2nd among the year’s best-selling products on Banabi with our Damla 19 L carboy.
Our Digital Promotions Began on All Channels in 2020!
Our Digital Promotions Began on All Channels in 2020! We started 2020 fast, with consumer promotions in the form of 1 L No-sugar under 2.5 L packages, and internet gifts under 330 ml cans in the conventional channel in January. Beyond March, in order to avoid cap-collecting operations due to the pandemic, we canceled the Ramadan and RB200 cap promotions we had planned.
With an increase in the digital platforms, which
have become increasingly important in our lives, we launched our MoreMore platform in June, and through “This Coca-Cola Is on Us”, our first promotion on this platform, we gifted Coca-Cola 200 ml cans to 1 million consumers who participated in the promotion.
In July, we started our first digital promotion, in which our MoreMore and CCINext platforms collaborated,
and under which we presented No-sugar 1 L under Sparkling Pet 2.5 L caps. While increasing the number of MoreMore users to 1.6 million during a 6-month process, we raised the number of our customers involved in the recycling of caps over CCINext from 15,000 to 50,000. The number of consumers participating in the promotion over MoreMore reached 744,000, bringing the total number of participations up to 23 million.
To achieve our goals in the iced tea category, we offered our promotion in which we gifted Fusetea 1 L under Fusetea 1.5 L caps to our consumers in August. In our promotion that continued until late January 2021, we reached around 60,000 consumers through 370,000 participations.
In October, we launched our promotion in which we gifted Sprite 1 L under Fanta 1 L caps to support the flavored sparkling beverages category. Participation in this promotion, which will continue until February 2021, reached 26,000 consumers and 310,000 promotions.
During 2020, we continued our promotion in which we gifted internet under 330 ml sparkling cans. During the second half, we added Fusetea 330 ml packages to this promotion, broadening the range of options offered to our consumers. With participation reaching 2.6 million in our no-empty promotion offering 250 mb or 1 GB of internet as gifts, we succeeded in reaching 540,000 consumers.
The first MoreMore promotion in the modern channel started in November. We offer gift options, such as Yemeksepeti discounts, with “Home Fun Promo”, monthly Blu TV membership, monthly Deezer Premium membership, and game chests so that our consumers are able to make the most of their pleasant moments at home. While over 2,100 participations had taken place by the end of 2020, Istanbul was the province with the highest rate of participation.
A new era began for consumers with the emergence of the Covid-19 pandemic. As Coca-Cola, we became part of this period that ushered in new points of view, habits and tastes by reflecting customer needs in this new normal. We launched the ‘Open Yourself to Life’ activations that will strengthen the place Coca-Cola occupies in hearts and minds and inspire consumers to celebrate the new normal by supporting consumers and customers in this process of transformation.We made the most of this activity through different New Year events and consumer promotions aimed at all of our customers on the modern channel. We organized raffles at Migros and gave away scarves, caps and neckerchiefs at Carrefour and gave cups to local customers. We established a presence in the most valuable areas in order to make our campaigns more conspicuous at the stores of our domestic customers.
We aimed to increase our multi-package sales with New Year stands that we produced for the event. We reinforced our goal of being present in every trolley through our New Year boxes. We once again demonstrated that we are the brand that makes the joy of the New Year felt the most with a giant Coca-Cola bottle that we located in Carrefour. Over Yemeksepeti, we supported takeaway with a “Free Internet” campaign that lasted from May until the end of July on the on-premise consumption channel, which was impacted the most by the pandemic, and this campaign resulted in 6,000 participations. With the reopening of on-premise consumption points in June, we aimed to create traffic towards these points by conducting the “First Coca-Cola on Us with Your Meal” campaign at local chains and individual points, and the “Second Menu Free with More” campaign at domestic chains under the #AçKendiniHayata communication umbrella and through sponsored ad campaigns over social media. We reached over 600,000 consumers with a campaign that took place between 11-19 July and 9-15 November at local chains, and 300,000 consumers were reached in the field through the activities carried out between June and November, while 15,000 participations in the campaign took place at domestic chains.
At the end of the year, we launched our promotion aimed at selected menus on Yemeksepeti, which, taking place between 18 and 31 December, resulted
in over 5,000 participations. Within the scope of the 2nd phase of the campaign we launched at domestic chains, we carried out the MoreMore promotion between 1 and 31 December, where we offered selected customers 50-percent discounts for the best-selling menus, with 15,000 consumers benefitting.
There were discount markets in another channel where we first started the MoreMore promotion. During the last quarter, we offered our consumers the alternative of promotional products with our Coca-Cola and Coca- Cola No-Sugar 330 ml cans with free internet gifts, which we placed at BIM stores. We closed the year with excitement at A101 by introducing the poster with our Coke Energy promotion at the end of December. We offered our consumers the chance to win ‘League of Legends’ game codes with the promotional first production of the 4-packs of our Coke Energy brand. Reaching 10,000 consumers by the end of the year, we achieved a participation number of 17,000.
In Front of the TV Set with Coca-Cola
After the ‘Meal with Coca-Cola’ event, we started an all-year marketing program in order to seize the opportunity offered by the consumption of food and beverages while watching TV, which is among the major consumption activities. Targeting those consuming visual content both on TV and on online channels, this program was strengthened through collaborations with various series and platforms.
Open Yourself to Life with Coca-Cola
This campaign supporting our discovery and awareness of the new values that emerged, along with the changes the Covid-19 pandemic has caused in our lives, is based on the manifesto written by the award-
winning artist George The Poet especially for Coca- Cola. This impressive manifesto written on change and appreciating what we have encourages us to “be open to change”, look at everything from a new point of view, and explore fresh opportunities in this “new normal”.
The “Open Yourself to Life” campaign, which started in July, and which appeared on many channels, is based on the belief that we do not have to return to normal. It emphasizes the idea that we can be open to change rather than return to normal, and how we can make our lives better by looking at the values we already possess from a new perspective. The campaign also involves supporting the sector in these difficult times, especially through promotional support aimed at the food and beverages sector consisting of cafes and restaurants, which have once again started to welcome customers.
“The Chilly Truth” with Sprite
Sprite’s new campaign, “The Chilly Truth” started to be broadcast in the last quarter of 2020. The objective of the campaign was to tell “Chilly Truths” and establish a deeper contact with Generation Z.
Sprite took part in young people’s thoughts, encouraging them to be themselves. The campaign was launched with three different TV versions, three different digital versions, and different integrations. In one of the campaign versions, through Sprite, Doğuş Balbay encourages Generation Z to be brave, not
to give up, and to make their own decisions. In other versions, Sprite touched upon other subjects that are particularly important to Generation Z. These subjects were music, gaming, becoming a YouTuber, and living and expressing themselves as they wish.
Zero Sugar, Zero Calories, and Ultra Innovation from Monster!
With the matchless taste it takes from citrus fruits, Monster Ultra entered the Turkish market in February. Winning the new consumers category by offering a different choice of flavor, Monster Ultra was admired by male and female consumers between the ages of 18 and 34 who care about fashion and style, and are careful about their calorie intake.
Monster’s First Cap Promotion Met Gamers!
Our first cap promotion with Monster, one of the most popular beverage brands in the international Gaming sector, the main sponsor of eight teams and 20 publishers across the globe, and of three major publishers in Turkey, began in October. Under the Monster Green tabs, we offered the 2XP codes for the HALO Game, which was highly anticipated, as well as special Monster equipment that can be used in the game.
The Innovation that Came from the Heart of the Field: Cappy Sour Apple
With its brand-new product, Cappy Sour Apple, the Cappy brand met the consumer during the last quarter of the year. Cappy Sour Apple was a product demanded by the field team in previous years, the appearance of which on the shelves had been highly anticipated. For this reason, as an innovation that came right from the heart of the field, it claimed its place on the shelves with its tasty sour apple flavor.
The Fusetea Ad Campaign that Became a Hit with Young People
This campaign started broadcasting in 2020 with 10 versions in the form of a mini-series starring Fusetea and Mustafa Sandal! Mustafa Sandal, in his pursuit of rejuvenation, meets Fusetea, which is a favorite among young people. The opening advertisement film in the series won the Bronze Crystal Apple award.
Coca-Cola and Meals
After a three-year hiatus, CCI Pakistan once again launched Coca-Cola as the best choice of beverage with meals. Thematic access points were activated, and renewed vehicle sets and “Combo” menus at on-premise sales channels were created in order to strengthen Coca-Cola’s association with meals.
Sprite’s Compatibility with Spicy Food was Emphasized
Through a regionally focused approach, Sprite’s compatibility with Pakistan’s traditionally spicy food was emphasized in order to take advantage of the opportunities arising from the consumption of snacks, the home consumption of which increased dramatically as consumers had to stay at home during the Covid-19 pandemic, and to accelerate the brand's leading role in Pakistan's lemon-lime flavored beverages market. The promotion of Sprite, with its green packaging that has a special meaning for Pakistan, was given additional weight in August within the scope of “Pakistani Independence Day”, the country’s principle national holiday. This promotional campaign allowed Sprite to stay in people's minds through the use of images.
Coca-Cola and Müzik
To increase brand appreciation, despite the difficult times, Coke Studio 2020, which was founded on a passion for music, was launched in December with 12 new songs by 13 artists in order to discover and share the unique music of Pakistan and the subcontinent; our rate of interaction reached 12% with over 50 million accesses. (The sector average for the rate of interaction is 6%)