CCEP’s Christmas Digital Acceleration
Coca-Cola reclaimed the digital shelf during peak Christmas planning, converting festive search intent into record online sales and customer growth.
eComm sales growth
e-comm market share
customer growth
Background and Objective
Coca-Cola needed to combat digital market share erosion during the critical festive trading period. While eCommerce was surging, the brand's digital share of voice lagged behind its physical market share, exposing online sales to competitors.
The primary objectives were to reclaim top search positions, accelerate online sales, and drive total omnichannel portfolio growth.
Dominating the First Page of Search
Search analysis revealed that 90% of customers never click past page one of online search results, with 70% of all clicks concentrated on the top ten product tiles.
One in two customers who clicked a promoted product tile converted directly to purchase, proving that securing prime digital real estate was crucial to winning festive beverage baskets.
Campaign Background and Objectives
Coca-Cola Europacific Partners executed an agile digital strategy designed to capture high-intent search traffic and dominate the digital shelf throughout key Christmas entertaining weeks. By dynamically scaling high-performing media and shifting focus toward larger entertaining packs, the strategy effectively guided festive shoppers straight from search query to checkout conversion.
Align to Festive Demand
Concentrated media activity around peak trading weeks when customer festive planning, entertaining intent, and promotional search demand were highest.
Own the Digital Shelf
Shifted strategic focus toward medium and large multipacks, capturing high-value entertaining baskets and securing 11 of the top 14 digital tiles in December.
Optimise in Market
Leveraged live performance signals and search insights to secure dominant page-one positions, rapidly scaling investment where customer demand was building.
Partnering with Cartology on Project Tinsel transformed our festive strategy, allowing us to co-create a search-led digital plan. By synchronising our media strategy with our promotional plans and prioritising top-of-shelf presence across key search terms, we captured high shopper intent during peak promotional weeks. The campaign proved that taking a scale-first, deeply collaborative approach is the ultimate blueprint for growing our market share and brand presence during the critical festive season.
The Results
Awarded Best Digital Strategy at Cartology’s 2026 Campaign of the Year Awards, Coca-Cola Europacific Partners’ strategy proved how digital dominance drives commercial scale:
Exceptional eComm Velocity: Generated a +32% surge in eCommerce sales YoY throughout the critical festive trading window.
Dominant Digital Shelf Presence: Expanded digital shelf share by +27%, commanding 11 of the top 14 product tiles during December.
Outstanding Commercial Efficiency: Achieved a +406% Return on Ad Spend (ROAS) across all promoted product placements.
Massive Customer Base Expansion: Delivered a +33% YoY increase in customer growth, expanding total brand penetration across digital channels.
