Consumers Consumer Advertising "Drinks in cans are fizzier and more refreshing" "Cans chill down quicker in the fridge" For the first time ever in the UK, drinks cans have been promoted directly to consumers. During the first two weeks of July the Can Makers ran a poster and radio test campaign to gauge the reaction of consumers to being advertised a package rather than a product and to test the messages relating to drinks cans. The campaign messages were based on the consumer research conducted over the last few years and focussed on the fact that two-thirds of 15-24 year olds prefer to buy their carbonated soft drinks in cans. The poster campaign was concentrated in the major population areas of the North East, from Middlesbrough up to Newcastle. The five posters highlighted the advantages of cans to consumers and were located at CTNs, superstores, bus stations and in the Metro system. The radio adverts also echoed the results of the consumer research in a fun and engaging way. The adverts ran on T-FM and Metro FM, the region's two main commercial radio stations, which have very loyal young listeners. The whole campaign was also supported by a number of marketing activities including a newspaper competition, offering readers the chance to win a fridge stocked full of carbonated soft drinks in cans. During the middle weekend of the campaign the Can Makers also sent out a hit squad into the centre of Newcastle, armed with over 2,000 chilled soft drinks in cans. The hit squad targeted people drinking soft drinks from bottles and offered to exchange their 'warm, flat' drink for an 'ice-cold, fresh and fizzy' soft drink in a can. The next step in the programme is to evaluate the pre and post campaign research which looked at consumer attitudes to soft drinks packaging in the test area.

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