Picking Southern California’s Best Beach

GSG built upon the success of the “Preserve Our Parks” campaign to create success with another key customer, Vons (a division of Safeway). The campaign encouraged purchase of Coca-Cola products through in store POS and display activity, and allowed shoppers to vote for the best beach in Southern California. Winning beaches received a cash donation and a beach clean up day.


  • Demonstrate Coca-Cola commitment to healthy, active living
  • Drive sales of Coca-Cola products at 185 Vons stores in Southern California through incremental display and POS
  • Create buzz for Coke and Vons around Earth Day


  • Extremely positive sales results vs. YAG
  • $50,000 donated to 3 California State Park beaches
  • 3 large clean up volunteer events at 3 winning beaches
  • 110 million earned media impressions valued at $415,000