SIBEG CRISIS PLAN IS RUNNING AND COCA-COLA RE-LAUNCHES

VOLUME OF SALES GROWTH IN THE LAST TWO MONTHS THANKS TO THE CAMPAIGN FOR AFFORDABLE PRICES


STARTS 'STU PREZZU TALIA', THE SICILIAN COMMUNICATION PLAN FOR SUMMER 2012

 

 


Catania, 17TH OF July 2012 - SIBEG, bottler and distributor of The Coca-Cola Company for the region, outlined today the main economic results of the semester of 2012 that demonstrate the effectiveness of price-cutting campaign launched in April. Simultaneously, along with Coca-Cola Italia, it has been  officially presented  "Talia stu prezzu!", the communication plan dedicated to Sicily for summer 2012.


PRICES CUTTING CAMPAIGN IMPACT

The campaign of 'affordable prices' launched last April has seen a growth in the two months from May to June 2012 compared to the same period of 2011 for all major formats and products involved, and to all distribution channels. In particular, it has been a double figures growth in the stores that have joined the campaign of price cuts.


Luca Busi, CEO of SIBEG, said: "We are proud of what we have achieved, even facing with a situation like the current market environment. Results that translate into benefits for the organization and for the reality that surrounds it. I am confident that consumers will appreciate the Sicilians initiatives that we have dedicated to Sicily for summer 2012. "Talia stu prezzu" is a very important plan that sees our region leading a campaign of a  price which is unique in Italy, and confirms the strategic importance nationally. "

FIRST HALF 2012 ECONOMIC RESULTS, INVESTMENTS AND EMPLOYMENT

In the first half of 2012, SIBEG has registered sales volumes substantially in line with those of the first semester 2011. A particularly good result, compared with a market environment characterized by a general contraction in consumer spending, especially food.

"As far as investment - added Natale Lia, Sibeg General Director - since it was launched Tetris, the ambitious plan scheduled for the period 2010-2013, have been invested € 15.4 million. In details, in 2012 € 9.7 million has been invested in the industrial plan, which will install a new line of cans. Nevertheless there are fewer commercial investments in support  to the called “anti-crisis” impressive plan, ranging from the activities of trade marketing for nearly 3 million euro investments in refrigerated equipment for another 2.7 million euros. "

With regard to employment, in the first six months of 2012 has been increased by approximately 7% of jobs, for a total of 285 employees and promoting agents.


‘TALÌA STU PREZZU’ THE CAMPAIGN

On the basis of these positive results, and particularly in view of the continued strengthening of the link with the Sicilian territory, Coca-Cola has created for the summer of 2012 an intensive communication campaign, designed specifically for the region. This is a business plan that includes in addition to reduced prices, promotional activities in and out of stores, which intend to communicate the convenience of Coca-Cola in Sicily.


"Sicily is an important player in the Coca-Cola system in Italy. For some time we decided to invest in this territory, which rewarded us with important results. It is particularly gratifying, then, announce the start of the plan "Talia stu prezzu!" - Said Fabrizio Nucifora, Marketing Director  Coca-Cola Italia - This land, with his sunny and authentic temperament, well represents the values of positivity and optimism of Coca-Cola. We therefore chose to reach out consumers in a concrete way, communicating with a typical 'Sicilian' approach, in line with the spirit of strong localization that distinguishes the Coca-Cola campaigns. And more to witness the closeness of the brand to the Sicilians in their everyday life, we have provided an unprecedented product sampling, with a Sicilian family of 2 that will receive a 1 liter, bottle to share happy moments with the family ".

The large communication plan in Sicilian dialect starts the 1st of July and will continue until mid-August, characterized by:
• One ironic and humorous radio spots, on air on some regional stations: an astonished and sicilianissimo "Talia stu prezzu!" invites with surprise to look at the incredible price of Coca-Cola.
• A spot on some local TV channels, in which Sicily becomes the smiling protagonist of Coca-Cola initiative for the region.
• An investment plan that involves some advertising in local newspapers and laying down a campaign centered around the slogan "Happiness is not never been so convenient."
• A poster campaign in prominent locations in major cities of Sicily.
• Communication in store activities


In addition, the campaign provides an intensive itinerant experiential sampling that, from late June until the first week of August, will be traveling to touch the city of Palermo, Trapani, Agrigento, Caltanissetta, Enna, Messina, Catania, Ragusa, Siracusa . Nice and smiling Coca-Cola team will be on tour for over a month to give directly into the hands of consumers the unique and unmistakable taste of Coca-Cola!

In the most popular meeting places of the city, 1 of 2 Sicilian family will receive a free kit, consisting of a biodegradable shopping bag containing a free sample of a bottle of Coca-Cola in PET 1 L, a discount of € 0.30 usable to purchase a product to choose between Coca-Cola, Coca-Cola Light, Coca-Cola Zero or Coca-Cola caffeine free in size of 1.5 liters, and an information brochure about the ingredients of Coca-Cola (without however, reveal the secret formula!).


THE COCA-COLA COMPANY
The Coca-Cola Company is the largest beverage producer in the world and refreshes its consumers with over 500 non-carbonated and carbonated beverages. Along with Coca-Cola, the world's most popular brand, the company has other brands in its product portfolio to a value of over  15 billion dollars, including Coca-Cola Light, Sprite, Coca-Cola Zero, vitaminwater, Powerade , Minute Maid, Simply, Georgia and Del Valle. Globally, The Coca-Cola Company is the leader in the supply of carbonated soft drinks, fruit juices and nectars, tea and coffee. Thanks to the wider distribution of beverages in the world, consumers in more than 200 countries choose the beverages of The Coca-Cola Company at a rate of 1.8 billion drinks served every day around the world. With a continued commitment building a sustainable system, our company is focused on initiatives to protect the environment, the preservation of raw materials and in improving the economic development of communities where we operate.
Together with our bottling partners, we are among the top 10 companies in the world with more than
700 000 employees. For more information, please visit www.thecoca-colacompany.com or follow us on Twitter at twitter.com / CocaColaCo.
SIBEG
The company since 1960, produces, bottles and distributes all products branded The Coca-Cola Company.
Thanks to its internal organizational structure of 200 employees, 79 agents (to which are added the 9 seasonal) and widespread reach, with a workforce of over 1000 people, from the Catania plant depart daily between 30 to 60 trucks of product being delivered - directly or through distributors - to about 32,000 retail outlets on the island.
Sibeg, with a market share of 53.8%, represents one of the main actors of development and innovation of the Sicilian economy with a turnover of almost 110 million euros.

For more info:

Coca-Cola Italia
Tiziana De Icco
Tel. 02/26246.306
tdeicco@coca-cola.com

SIBEG CRISIS PLAN IS RUNNING AND COCA-COLA RE-LAUNCHES
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