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Tesco’s surprisingly refreshing offer on Coca-Cola

May 8, 2012 1 comment

After enduring a series of rainy days that have seen Noah put on standby, the drenched British public could do with something to cheer them up.

Luckily Coca-Cola have built their whole proposition around ‘happiness‘.

In sunnier climes this has manifested itself through the celebrated ‘Happiness Truck‘, a branded lorry dispensing presents ranging from surfboards to footballs to free Cokes.

Sixpence of Happiness

With the economy double dipping into recession like a hungry George Costanza at a funeral adding to the misery, Zeitgeist wondered whether the UK team had come up with a more straightforward and practical way to raise a smile.

A recent visit to a local Tesco Express to stock up on some essentials for a night in found this offer where shoppers were actually paid 6p to buy a second two litre bottle.

Clearly the offer is retailer lead. Much as Coca-Cola might want to sell more product they don’t have to resort to paying people to take it. Assuming it isn’t some kind of error, it highlights the power retailers have over manufacturers.

If a brand as loved and powerful as Coca-Cola can be devalued so easily what hope do lesser brands have?

Despite offering shoppers a great deal the promotion doesn’t really work in the retailers favour either.

As a compact store on the high street with no nearby parking available, most people shopping there would have been topping up. By incentivising them so heavily to buy an extra 2l bottle, Tesco are limiting how many other full price items shoppers can carry home.

In fact, the only obvious winner here was me, with an extra bottle of Coca-Cola and 6 pence in my pocket.

I promise to invest it wisely.