Cappy – No Soccer Zone

Cappy, an Austrian soft drink owned by Coca-Cola, is mostly aimed at women. The summer months are very important for the brand, but during 2006 this coincided with the World Cup, meaning that communications addressed to women are often neglected.

Cappy – No Soccer Zone

Agency name: Plus Promotion Sales GmbHClient name: The Coca-Cola CompanyCategory: Small budget campaignCountry: Austria


As the primary target group for Cappy is women, the brand manager was not too happy about the huge hype around the football world championship. They thought there was no way any promotion without a link to soccer could be sold to the trade ...

But of course June/July is a very important sales period for Cappy. Was there any kind of promotion idea that would appeal to women during this football crazy time?


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