Coca-Cola European Partners (CCEP) is offering consumers “a summer of unforgettable experiences” with a new Coke Summer campaign, which will also feature across Sprite, Fanta and Dr Pepper for the first time.

Consumers will be able to enter codes printed on promotional packs between June 25 and August 26, and instant winners can choose from one of ten once in a lifetime experiences, from whale watching in Iceland to a meditation trip in Italy.

The promotion is designed to help retailers tap into the millennial consumer group, who increasingly value unique and personal experiences.

The campaign will be supported by marketing activity that covers TV, radio, social media, out-of-home advertising and in-store activation.

Simon Harrison, customer marketing director GB at CCEP, said: “Summer is a key trading period for impulse categories such as soft drinks and a big opportunity for retailers to further drive sales. The aim of this year’s promotion is to connect with consumers that really value trying something new. The once-in-a-lifetime trips and experiences on offer will drive excitement amongst consumers, keeping soft drinks front of mind during the summer months.

“Our Coca-Cola summer campaigns have always been popular and our 2017 activity saw us achieve our highest ever on-pack redemption, with more than 1.5 million entries. We are back again this year with an even bigger campaign extending across our sparkling portfolio, in line with research that shows consumers purchase more brands in the warmer months.”