NEWS: Coca-Cola takes Euro ’96 direct

Coca-Cola, one of the world’s biggest spending advertisers, is planning

to use data compiled during its sponsorship of Euro ’96 to launch its

largest ever direct marketing campaign in the UK.

The move is further evidence of FMCG brands looking at database

marketing as the key to building relationships with consumers.

The drinks giant has been building a football database since the 1994

World Cup and, thanks to data collected during Euro ’96, is in a

position to start using it for targeted communications with consumers.

The company is known to have put work up for pitch and is talking to a

number of specialist direct marketing agencies with a view to launching

an initiative in the new year. Coke has traditionally relied on

heavyweight mass media, with a global ad budget of pounds 1.2bn and UK

spend of more than pounds 20m a year.

Although the direct move is not a massive piece of business in terms of

spend, it could mark an important new direction in Coke’s marketing

strategy. A relationship marketing drive would fit in well with Coke’s

‘For the Fans’ strategy and could be transferred to other sports used in

its 1996 advertising, such as cricket and athletics.

Coke has sought links with consumers through sponsorship deals, and was

tied to almost all major sports events taking place this year.

Coke spokeswoman Louise Terry said a better than expected response to

its Euro ’96 promotion, where ring pulls could be redeemed for football

kit, prompted thoughts of using the data to target people interested in

football-related offers.

‘Football is a big marketing platform for us and we are looking at ways

of tying this with the database. It’s low-key compared to the rest of

our marketing, but we are committed to establishing the best form of

communication with consumers.’

This article was first published on Marketing