One of my earliest brand-related memories involved eating lots of Weetabix in order to secure some ‘free’ Lego. I ate more Weetabix than ever before, and one sunny day my free Lego turned up.
This reflects something that FMCG brands have known for many decades: on-pack promotions are an extremely powerful tool in the marketing toolkit.
Coca Cola is no different, and is currently promoting a campaign to win £10,000. All you have to do is drink lots of Diet Coke and look under the ringpulls for unique codes.