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Snack Bundles Drive Convenience Retail Incremental Sales

During an era when shoppers seek value, specially priced bundles that pair Coca-Cola® products with snacks are a winning combination for convenience retailers. Partnerships between The
Coca-Cola Company and ConAgra, Hershey's, General Mills, Kraft and more create desirable combos that pay off where it counts most: at the cash register.


Fall 2009 Coke Zero™ kicks off a delicious deal with Hershey's. The football-themed "Choose a Winning Play" promotion provides a coupon offering a dollar off the purchase of specified products. Shoppers can pair any 20-oz. or 1-liter Coca-Cola product with a king size Reese's® or HERSHEY'S® king size product. This is the first time these particular bundles include the 1-liter size. Shelf talkers in the candy aisle, tear pads on Hershey's shippers and static clings with tear pads on the cold vault promote the $1.00 savings.


This is but one example of many bundle deals available to convenience retailers. The Coca-Cola Company works with a variety of snack partners to create appealing consumer deals. Some are turnkey solutions with participation available to any retailer; others are customized for a specific chain. Most deliver immediate savings to shoppers upon purchase.


"Bundles drive incremental sales and cross-category purchases," explains Ashley Methvin, Senior Manager Strategic Alliances for The Coca-Cola Company. "These deals stimulate activity between the cold vault and the candy aisle, while delivering value and convenience to shoppers. Everybody wins." Because of the popularity of these combinations, the Company is expanding its program, offering more options with a greater number of featured snacks.


In addition, to help drive 1-liter beverage sales, that package is being showcased in more bundles. "It's part of our three-tier package strategy for convenience retail outlets," says Methvin. Packages include the 16-oz. entry level bottle, 20-oz. immediate consumption (24-oz. where 20-oz. is not available) and 1-liter immediate consumption bottles. "This offers more choices to meet shoppers' needs and increases retailers' revenue opportunities."


Most bundles are designed to appeal to males, the dominant convenience store shopper. To create promotions with guy-appeal, The Coca-Cola Company leverages marketing relationships with properties such as NASCAR and the NCAA, generating irresistible deals with powerful point-of-sale materials.


For more information about bundles for the convenience retail channel, talk to your Coca-Cola representative.

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