Pace and Coca-Cola

When Coca-Cola Foods and PACE Membership Warehouse teamed up for a promotion, the objectives were: 1) to find potential new markets for Coca-Cola’s Hi-C fruit drink line and 2) to generate new members for PACE.  The promotion consisted of mailing this die-cut “punch pitcher” to 15,000 businesses and residents.  It offered a free carton of Hi-C fruit drinks to those who visited a PACE Warehouse in their area.  In order to identify high-potential markets for Hi-C products, we mailed to nine different types of businesses and six different consumer groups with varying demographic profiles.  The overall response rate came in at 7%.  This mailer was extremely successful both in helping Coca-Cola Foods find new markets for its Hi-C line, and in helping PACE generated many new numbers.