Sainsbury’s gives Coke TV ad boost

Sainsbury’s will advertise Coca-Cola on TV for the first time since the launch campaign for its own-brand Classic Cola in 1994. The move appears to boost the branded product at the expense of its own-label line.

The TV ad will run from March 24 to April 10, and be part of Sainsbury’s Spring Bonus promotion. This follows on from the store’s campaign launched at the start of the year, which offers promotions on up to 200 products a month. The first part of this scheme was the January Savers.

Coke was last featured on TV in November 1994 in the “two great brands together” execution which followed soon after Sainsbury’s launched its Classic Cola range. Sainsbury’s subsequently had to change the packaging after Coke claimed it was too similar to its own.

Coke has been featured in the press ads for the Savers strategy, as have other branded products which compete with the store’s own-label brands.

The Savers strategy, started by incoming marketing director Kevin McCarten, is aimed at building Sainsbury’s market share in the face of strong performance from rival chain Tesco, which recently forced Sainsbury’s off the number one slot as the nation’s leading grocery chain.

“Brands are important to us because they are important to our customers. We will benefit more from sales of our own products, but we know our customers want a choice,” says a spokesman.

Sainsbury’s was unable to say whether it planned to advertise its Classic Cola brand on TV again. It last did so soon after the cola was launched in April 1994, through the Forehead agency.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here