Program Details: Capturing the fervor of football season and the unrelenting passion an NFL fan has for his or her team, Coca-Cola together with Riddell, Inc. offered consumers a mini NFL replica helmet. This helmet fit onto a 20-ounce Coca-Cola bottle. With the purchase of two 20 ounce Coca-Cola products, consumers received a free pocket pro helmet (valued at $2.99). The promotion was initiated in January, peak football season, creating a chase aspect. The challenge for the consumer was to collect all 31 NFL teams, and they were urged to do so through visually dramatic POS products. Store Manager Incentive Contests were implemented in some stores, with the prize being a 36 unit mini-helmet case to display all 31 NFL team helmets.
Objective: The goal of NFL Pocket-Sized Helmet Gift with Purchase was to increase sales of twenty-ounce Coca-Cola products in convenience stores and gas station outlets
Sponsor Assocication: IMA/IMRA
Results: NFL Pocket-Sized Helmet Gift with Purchase program scored big! Approximately 35,000 helmets were distributed to consumers. Coke increased the 20-ounce sales in convenience stores and gas station outlets in the region from as low as 26.5% to an astounding 63.1%. This program was scheduled to kick-off the next season with a larger distribution of over one million helmets for NFL 2002.
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