Family Dollar, Coca-Cola eye success through co-branded promo

10/11/2013 | Supermarket News (free registration)

Family Dollar Stores and Coca-Cola have forged a partnership to share knowledge and objectives to better understand customers and foster shared success, which Family Dollar Chief Marketing Officer Jocelyn Wong says is key to successful retailer-manufacturer collaboration. The companies conducted a study that resulted in the co-branded "Say Yes to Happiness" campaign, encouraging customers to purchase a Coca-Cola product with an item sold at Family Dollar. The campaign drew on traditional and new media, including print ads in circulars and at bus shelters, as well as social and digital ads.

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