USA: Opportunity Knocks During Halloween Season; Coca-Cola and Nabisco Respond With Retailer Treat

Most popular

just-drinks speaks to Distill Ventures' CEO

"Too many tuxedos, too much bling" - BrewDog

just-drinks speaks to Diageo CEO Ivan Menezes

The just-drinks Analyst returns

Diageo in North America - Focus


Retailers are in for a real treat during the Halloween season as Coca-Cola North America and Nabisco, Inc. join forces to implement a seasonal promotion designed to capture a portion of the $5 billion consumers will spend on the holiday. The program, which includes attention-grabbing lobby displays and optional couponing and sweepstakes opportunities, will feature Coca-Cola classic and Nabisco cookies and crackers."Halloween has become big business for supermarkets and mass merchandisers," said Tom Hernquist, senior vice president of marketing for Nabisco Biscuit Company. "The average consumer spends $98 on Halloween, with almost 20 percent devoted to attending parties or home entertaining."Research indicates Halloween is second only to Christmas in terms of retail spending and is the third largest party day of the year, rivaled only by New Year's Eve and the Super Bowl."The Halloween season is ripe for innovative marketing," said Jeff Dunn, senior vice president of marketing, Coca-Cola North America. "Carbonated soft drinks, along with cookies and crackers, are the two largest consumable dry grocery categories. When the market leaders in both of these sectors join forces to create a promotion, retailers will profit."In addition to the lobby displays, the promotion features include compelling joint purchase coupons, chainwide sweepstakes, store-by-store sweepstakes and dealer loaders. Coca-Cola classic, caffeine free Coca-Cola classic, Ritz, Air Crisps, Cheese Nips, Ritz Bits Sandwiches, Chips Ahoy!, Nutter Butter, Halloween Oreo and Easy Cheese will be among the products on display in easy-to-shop locations.

Related Content

Why there's room for both Coca-Cola Energy and Monster – Comment

Why there's room for both Coca-Cola Energy and Monster – Comment...

The Coca-Cola Co's Q3 2018 results - Preview

The Coca-Cola Co's Q3 2018 results - Preview...

UK sugar tax

UK sugar tax "in line with our expectations" - Coca-Cola European Partners...

"New brands, new products" - Coca-Cola, Heineken and the packaging industry's e-commerce evolution...

Oops! This article is copy protected.

Why can’t I copy the text on this page?

The ability to copy articles is specially reserved for people who are part of a group membership.

How do I become a group member?

To find out how you and your team can copy and share articles and save money as part of a group membership call Sean Clinton on
+44 (0)1527 573 736 or complete this form..

Forgot your password?