Coca-Cola was looking for a novelty mechanic promotional tool that would allow Coca-Cola
to escalate sales, without having to distribute premiums to the end users. In the beverage industry, distributing
premiums to end user is usually limited to under-the-crown premiums.
PPI Worldwide offered Coca-Cola a co-promotion with Avon Cosmetics Brazil. The basic idea was
to use Avon Cosmetic's door to door sales infrastructure combined with a Coca-Cola massive advertising campaign.
Hence, a Coca-Cola branded tumbler was personally delivered to customers in their homes for 3 UTC
(Under-The-Crown) bottle caps.
This promotional idea produced a genuine win-win situation whereby both companies sales dramatically
increased. Avon gained free advertising from Coca-Cola and Coca Cola benefitted from free personal home
distribution from Avon. The premium campaign successfully continued for 3 consecutive years.
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