Coca-Cola's latest campaign enters 7-Eleven stores

Singapore - Coca-Cola has launched a one-off POS and outdoor campaign with Euro RSCG, instead of working with AOR Ogilvy & Mather, to drive immediate consumption of Coke.

This initiative sees Coca-Cola partner dress up 20 7-Eleven stores with branded POS communications to test the impact of its creative as well as to activate all points of interruptions within the outlets - it is complemented with an outdoor campaign to drive traffic into stores.

The beverage company approached the convenience chain store with the strategy and initiated the exercise to drive immediate consumption at targeted channels. The POS material are being strategically placed at the chiller area, snack shelves and hot food aisles to drive the idea that snacks and food taste "great" with Coke.

The outdoor campaign which lasts from 29 October to 4 December involved five JC Decaux bus-stops in the heartlands to direct traffic into the stores. The creative was developed in Singapore for regional usage.