CASE STUDY: Coca-Cola UNITED Boosts Incentive Program Engagement

ABOUT COCA-COLA BOTTLING COMPANY UNITED

Founded in 1902, Coca-Cola Bottling Company UNITED is the second largest privately held Coca-Cola bottler in North America and the third largest bottler of Coca-Cola products in the United States.

Coca-Cola Bottling Company UNITED is engaged in the production, marketing, sales, and distribution of a diverse portfolio of leading “sparkling” brands such as Coca-Cola®, Diet Coke®, Coke Zero Sugar®, Dr Pepper®, Sprite®, Fanta® and AHA®, as well as “still” brands such as smartwater®, Dasani®, POWERADE®, Gold Peak®, Monster® and Minute Maid®.

They were founded on four values: Quality, Excellence, Integrity and Respect and live out these values for the benefit of our associates, consumers, customers, communities, and owners.

In the past few years, Coca-Cola UNITED has completed an epic transformation, tripling the size and scope of its business. We now have approximately 10,000 associates, located in 48 sales and distribution centers and eight production facilities throughout six southeastern states: Alabama, Florida, Georgia, Louisiana, Mississippi and Tennessee.

PROBLEM

It is incremental to Coca-Cola sales that product displays are used year-round to increase brand visibility and awareness.

However, when Coca-Cola introduced key display incentives and product promotions throughout the year, program engagement wasn’t what they expected it to be.

SOLUTION

Coca-Cola Bottling Company UNITED partnered with C.A. Short Company to enhance local incentives with the addition of a points program. The program needed an additional boost of engagement and motivation to drive program results, and ultimately sales.

For Coca-Cola to remain the market leader, it is imperative for Sales Centers to have beverages displayed in stores year-round. The incentive program gives Sales Centers the resources needed to keep display space, drive brand growth, get in front of customers with new products, and align with Coca Cola’s marketing.

With the addition of the points program in 2021, engagement, excitement, and motivation grew across Sales Centers to participate in display competitions. Campaign specific awards were also added to the program. For example, custom Atlanta Braves jerseys were added as a prize during the Atlanta Braves Promotions.

Coca-Cola Bottling United also included opportunities for Sales Centers to vote for the best displays in other territories, again increasing engagement in the program.

RESULTS

Coca-Cola Bottling UNITED not only increased sales and market penetration, but they also increased employee engagement in the program.

2022 INCENTIVE MARKETING ASSOCIATION EXCELLENCE IN SALES INCENTIVES AWARD WINNER

Our partnership with Coca-Cola Bottling Company UNITED was awarded the 2022 IMA Summit Award for Excellence in Sales Incentives by the Incentive Marketing Association.

The Excellence Awards identify and recognize outstanding examples of incentive programs, products, and services. The Excellence in Sales Incentives Award represents creativity and professionalism in the development and execution of a sales incentive program that improves business performance.

C.A. Short Company helped enhance Coca-Cola Bottling Company UNITED’s local incentives with the addition of a points program. To maximize Coca-Cola UNITED’s business objectives, it is imperative for local sales centers to have incremental beverage displays in stores year-round. In-store beverage displays were incentivized using a points-based program, as well as campaign-specific awards, to drive over-the-top execution and key marketing programs throughout the year.

The points program contributed to a record year for Coca-Cola UNITED while maximizing employee morale, engagement, motivation, and participation across sales centers. This led to volume and revenue growth, more cases on display, increased market share, and more sales of new product lines.