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$2.5 million raised to support California State Parks!

Coca-Cola

This multi-year retail program at Stater Bros. Markets in California, encouraged consumers to join Coke in supporting environmental causes including “The Reforest California” campaign, the “Preserve our Parks” campaign and the “Care for Our Coast” campaign. Coca-Cola partnered with Southern California Grocery account (Stater Bros. Markets) to support the preservation of parks, via a consumer promotion that donated $1 to California State Parks for every $10 of Coca-Cola products purchased, and called on shoppers to donate $1.The program has generated over $2.5 million in donations to California State Parks to date, and well over 600 million positive press impressions, valued at over $2.5 million for Coca-Cola.

Objectives

  • Create a 6-week cause-marketing promotion at Stater Bros. Markets in Southern California that galvanizes shoppers and employees to support local parks
  • Drive incremental Coca-Cola retail displays and product sell through
  • Achieve brand lift and positive Public Relations impressions
  • Engage employees and key account on a meaningful cause-program that supports the local community
  • Engage with consumers in a meaningful way – in store, online, and in-park

Results

  • Nearly $2,500,000 raised over 4 years to support California State Parks, approximately 50% donated from Coca-Cola ($1 for every $10 purchase), and 50% directly donated from shoppers at cash register
  • Stater Bros and Coca-Cola Employee Earth Day Volunteer Event is the largest in California State Parks history – more than 1,000 employees support the beach clean-up event each year
  • Significant increase in all sales metrics: dollar volume lift, unit volume lift, and share of market lift for Stater Bros. during promotional period
  • Over 600 million impressions of earned media in support of the program, $2.5 million in media value
  • Extremely positive relationship growth between Coca-Cola and key retail account

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