EUROPE
its target audience . “ It has an entertainment element , so a lot of content coming about the brand , concerts , new product launches and , as Coca-Cola is a sponsor of FIFA , anything that has to do with football ,” Brouhard advises . “ All the things are content-driven , including sharing options .”
Running in parallel to the entertainment element is the activation element . “ It ’ s basically our part to digitise promo activities . For example , e-coupons , push notifications ,” Brouhard observes . “ Using the app to connect us with the consumer enables us to find new ways of selling Coke and the rest of the portfolio .”
Coca-Cola HBC partners with several initiatives
FULL HYDRATION The iconic red Coca-Cola coolers , found in stores worldwide , are also becoming part of the connected commerce environment . “ Those Coca-Cola coolers are becoming smart . We are putting devices into the cooler , and the cooler is becoming active – active in a sense that we can measure performance of the cooler , door opening , temperature and energy consumption ,” explains Brouhard .
“ More importantly , the beacons sell to a consumer who has WOAH . If you are a teenager , you have downloaded WOAH , you pass by a store and you ’ re close to a cooler that is connected , the cooler sends a push notification saying , ‘ Come here . If you buy one Coke , if you scan it , the second
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