Dollar General Shares a Cause with Coke
Dollar General is receiving an exclusive overlay to Coca-Cola Co.'s "Share a Coke" program for the second year in a row.
In stores, custom floorstands activating the brand's sponsorship of the United Service Organization (USO) stock exclusive 16-ounce cans with labels including "sailor," "coast guardsman" and "airman." Spanning five cans, the new lineup is available from late May through September. Account-specific floorstands also stock the national Share a Coke bottles. Elsewhere, custom endcaps use a "proud to be a force behind the forces" message to merchandise Coca-Cola along with sibling brands Sprite, Fanta and Powerade.
The partners are quadrupling last year's contribution to the USO, pledging $100,000 in 2018. A co-op web page (coca-cola.com/dollargeneral) touts the donation and allows consumers to enter on-pack codes to trigger additional contributions. It also hosts a promotional video starring Dollar General chief people officer and Navy veteran Bob Ravener, which Coke shared on its YouTube channel on April 28. (See below.)
Display ads on websites including coupons.com, an ad in a May 26 email and a May 30 Facebook update link to the page. Dollar General also touted the exclusive cans with a feature in its May 27 circular.