Coca-Cola European Partners (CCEP) has unveiled a new on-pack promotion for Diet Coke, offering shoppers a two-month free trial to Readly, a digital magazine and newspaper subscription service.

Running until 18 April, the promotion spans across 330ml cans, 500ml bottles, plain and price-marked packs, as well as 10-packs of cans and 2l bottles.

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The supplier has said the on-pack promotion builds on the ongoing ‘Give yourself a Diet Coke break’ campaign, which encourages shoppers to take a moment and be kind to themselves.

Unique codes can be found under the can ring pulls or bottle caps on promotional packs, which can be redeemed online against a free two-month Readly membership. Each code entered will also go into an hourly prize draw, offering shoppers the chance to win an annual subscription, worth £95.

The promotion will be supported by a marketing campaign spanning across digital, outdoor advertising and social media, while the brand’s ‘Give yourself a Diet Coke break’ campaign will continue to air on TV and radio.

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Simon Harrison, vice president of commercial development at CCEP, said: “Taking a break is one of the most frequent reasons for consumption for Cola brands and it’s been aligned to the Diet Coke brand for nearly three decades.

“This combined with the fact that magazine purchasing and online subscriptions over-index among the core Diet Coke consumers, and with two thirds of adults in Great Britain saying they read online and print magazines means this on-pack promotion is sure to boost purchases among new and existing Diet Coke shoppers.”

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