Coca-Cola is teaming up with Coles to launch a “first-of-its-kind” activation that gives consumers the chance to find a golden can to unlock “hundreds of thousands” of Flybuys rewards.

Arriving in stores and online from tomorrow (1 October), Coles customers will have the opportunity to find one of 240 exclusive golden cans hidden inside specially marked 24-packs of Coke Zero Sugar and Diet Coke.

Each golden can rewards consumers with 200,000 Flybuys points (the equivalent of $1000 off their shop), redeemable via a QR code on-pack, adding a layer of gamification to the shopper experience.

Martyn Ferguson, Senior Director of Frontline Marketing ANZ at The Coca-Cola Company says the brand wanted a fresh way to reward its loyal Diet Coke fans, and the idea of a golden can felt perfect

“It’s our take on the classic golden ticket – a moment of surprise and delight hidden inside your pack,” he says.

Coles General Manager Commercial Luke Stockill says the retailer is thrilled to partner with Coca-Cola again to surprise, delight and provide extra value to customers at the checkout.

“One of the main reasons Aussies choose to do their shopping at Coles is our ongoing commitment to delivering value for them, consistently,” he says. 

“On top of thousands of weekly specials and hundreds of products lowered in price for longer periods through our seasonal campaigns, our customers love to find new ways Coles has to save them money at the checkout.

“This partnership provides our customers with an additional reason to choose Coles, with more than two hundred golden cans hidden, waiting to be discovered by our customers, and each one unlocking enough Flybuys points for every winner to get $1000 off their shop.”

The campaign, running until 31 December, will be backed by full omnichannel engagement and a multi-dimensional suite of physical point-of-sale materials, including case stacker header cards, aisle fins, pallet toppers, and standees, all intended to boost visibility and incremental sales in-store.