There’s only one thing that comes close to generating the red-hot enthusiasm and fervor that consumers have for Coca-Cola® products: the NCAA® March Madness® Tournament, which runs from March 13 to April 3, 2017. It’s a great opportunity to leverage Coca-Cola® and POWERADE® to fuel NCAA fever. Retailers can participate in The Coca Cola Company’s NCAA® March Madness® Bracket Refresh Program, an integrated marketing campaign designed to incent shoppers to engage with Coca-Cola® brands, create greater in-store traffic, and drive sales.
Drink, Refresh, Score
When sports fans settle in for the game, the vast majority enjoy drinks and snacks, buoying home media consumption into a $28 billion opportunity.¹ As anticipation builds at the beginning of the four-week tournament (when “anyone can win”) and as fans follow their favorite or surrogate teams, starting 2/20-3/23 The Coca-Cola Company has advertising and marketing materials ready to promote NCAA® March Madness® through a consumer promotion program called Bracket Refresh with a call-to-action to: “Drink, Refresh, and Score.”
Since most of the brackets bust after round one, this program incentivizes shoppers with multiple chances to purchase these beverages and receive regional seed pieces. The win-win: shoppers are encouraged to keep shopping until they get the best teams that keep them in the game. And these repeat purchases benefit retailers.
Promoting the Madness
The Coca-Cola Company will be promoting the NCAA March Madness Bracket Refresh Program with in-store merchandising (promotional displays, end caps, and point of purchase visuals); product packaging (20-oz Coca-Cola & Coca-Cola Zero® bottles); as well as media buys and advertising (TV, social, digital, in-broadcast integration).
By working with a Coca-Cola customer team representative, retailers can activate merchandising and point-of-sale materials to capitalize on NCAA March Madness enthusiasm. Take advantage of the opportunity to promote Coca-Cola and POWERADE beverages and drive sales through the Bracket Refresh Program.
¹ 2015 CBL/revenue mapping by RGM