Coca-Cola and Coles look to Willy Wonka for ‘Golden Can’ activation
Coca-Cola is working with Coles on an activation “that gives consumers the chance to find a ‘Golden Can’ to unlock hundreds of thousands of Flybuys rewards”.
The announcement:
Coca-Cola is teaming up with one of Australia’s leading supermarkets, Coles, to launch a first-of-its-kind activation that gives consumers the chance to find a ‘Golden Can’ to unlock hundreds of thousands of Flybuys rewards.*
Launching in stores and online from this Wednesday, 1 October 2025, Coles customers will have the opportunity to find one of 240 exclusive golden cans hidden inside specially marked 24-packs of Coke Zero Sugar and Diet Coke.
Each golden can rewards consumers with 200,000 Flybuys points (the equivalent of $1,000 off their shop), redeemable via a QR code on-pack, adding a layer of gamification to the shopper experience.
Martyn Ferguson, senior director, frontline marketing – Australia & New Zealand, said: “We wanted a fresh way to reward our loyal Diet Coke fans, and the idea of a Golden Can felt perfect. It’s our take on the classic ‘Golden Ticket’ – a moment of surprise and delight hidden inside your pack. This is the first time we’ve ever launched a Golden Can in Australia, and we can’t wait to see the excitement it creates when people find one in their Diet Coke or Coke Zero Sugar packs. I’d be hunting for one myself – if only the terms and conditions allowed it!”.
The campaign is backed by full omnichannel engagement and a bold, multi-dimensional suite of physical point-of-sale materials, including case stacker header cards, aisle fins, pallet toppers, and eye-catching standees, all intended to boost visibility and incremental sales in-store.
Brooke Nicol, Coca-Cola Europacific Partners’ general manager responsible for Coles Supermarkets in Australia said: “We greatly value the collaborative partnership we have with the team at Coles, driven by a shared ambition to support our market-leading products with bespoke executions that aim to engage and excite consumers and deliver mutual growth. This latest initiative – with the novelty of a Golden Can as its anchor point – is a strong example of this, and we look forward to seeing how its received.”
The unique campaign was born from CCEP and Coles’ dynamic, strategic and collaborative approach to joint business planning, an approach that contributed to CCEP’s recognition as the number one Core Supplier across total grocery in the 2025 Advantage Report for the second consecutive year earlier this month.
Luke Stockill, Coles general manager commercial, said the supermarket is thrilled to partner with Coca-Cola again to surprise, delight and provide extra value to customers at the checkout.
“One of the main reasons Aussies choose to do their shopping at Coles is our ongoing commitment to delivering value for them, consistently. On top of thousands of weekly specials and hundreds of products lowered in price for longer periods through our seasonal campaigns, our customers love to find new ways Coles has to save them money at the checkout.”
“This partnership provides our customers with an additional reason to choose Coles, with more than two hundred ‘Golden Cans’ hidden, waiting to be discovered by our customers, and each one unlocking enough Flybuys points for every winner to get $1,000 off their shop,” he added.
The campaign runs until 31 December 2025. Further information, including competition Terms and Conditions, can be viewed here: https://www.coca-cola.com/au/en/brands/coca-cola/coles-exclusive-golden-can-2025
Source: Coca-Cola Amatil
