CAPRI-SUN TEAMS UP WITH MERLIN ENTERTAINMENT TO LAUNCH LEGOLAND ON-PACK PROMOTION

• Capri-Sun is bringing back its popular ‘Kids Go Free’ on-pack promotion to help retailers tap into shopper demand for UK-based summer breaks & day trips
• Every promotional pack will give families free child entry with a paying adult to Legoland Windsor Resort
• This year’s activation builds on the success of Capri-Sun’s 2018 ‘Kids Go Free’ campaign, which drove rate of sale of Capri-Sun’s multi-packs[1]

Coca-Cola Europacific Partners (CCEP) has announced that this summer, it’s bringing back its popular ‘Kids Go Free’ on-pack promotion for Capri-Sun, in partnership with Merlin Entertainments.

The promotion will give families free child entry with a paying adult to Legoland Windsor Resort, one of the UK’s favourite theme parks for young families[2], which recently unveiled the eagerly-anticipated new attraction – Legoland Mythica.

From 29^th May until the 30^th of August*, unique QR codes on 5 million promotional packs of Capri-Sun can be used to redeem the ‘Kids Go Free’ voucher, entitling one child to free entry to Legoland Windsor Resort – worth £29 – when accompanied by a full paying adult. Vouchers will be valid until October 2022 to help shoppers make the most of the promotion safely.

Capri-Sun promotional packs include 8x200ml multipacks of Orange, Blackcurrant and No Added Sugar Orange, 15x200ml multipacks of Orange, and 4x200ml multipacks of Orange and No Added Sugar Orange (lead packs for convenience and wholesale). The on-pack will be supported by paid social media advertising, and in-store activation.

Martin Attock, Vice President, Commercial Development at CCEP GB, said: “Capri-Sun is the no.1 kids drinks brand in grocery and convenience[3], so partnering with one of the best family attractions in the UK makes perfect sense.

“The ‘Kids Go Free’ promotion has a proven track record of success in helping to drive sales for retailers[4] and with consumers looking for fun, affordable day-trips and breaks to enjoy as lockdown restrictions ease, there is no better time to launch.

“This is a feel-good promotion that we want retailers to get behind in-store – giving shoppers something to get excited about, whilst helping to boost sales in the process.”

[1] Nielsen: Value LC, ROS, P6-P8 2018 vs YA

[2] Legoland, internal source, 2020

[3] Nielsen MAT Value Total Cov Ex Discounters w/e: 26.12.20

[4] Nielsen: Value LC, ROS, P6-P8 2018 vs YA