Coca Cola Enterprises - Marketing Goods Procurement Solution | Adare International

Success Story

Coca Cola Enterprises - Marketing Goods Procurement Solution Coca Cola Enterprises - Marketing Goods Procurement Solution

Marketing Goods Procurement Solution

In 2011, Coca-Cola Enterprises, Coca-Cola’s bottling, sales and distribution business for North West Europe, awarded a long-term contract for outsourcing its marketing goods to Adare. Initially focused on delivering promotional merchandise, Adare has since expanded its offering to the newly-formed Coca-Cola European Partners (CCEP) and in 2017 was awarded the contract to deliver all of CCEP’s marketing collateral across all 13 of its European markets. The service engages 300 million consumers and covers all 55 of the Coca-Cola brands including Coke, Fanta, Sprite and Nestea. It positions Adare as a market leader in the FMCG environment, offering an unparalleled range of outsourced marketing services categories including:

• Printed Collateral
• Permanent & Semi-Permanent Point of Sale Materials
• Retail Racking Systems
• Glassware
• Paper & Plastic Cups
• Promotional Merchandise
• Electronics & Promotional Gifts
• Textiles

The Adare solution is delivered through on-site Account Management teams in Germany, Great Britain, France, Spain, Portugal, Netherlands, Belgium, Iceland, Sweden and Norway. Alongside these teams, CCEP stakeholders have access to a central innovations team with expertise in the Marketing Goods procurement solution. The solution also incorporates a technology portal to facilitate standardisation and on-line ordering of items and campaigns.
Adare’s local service team provides an efficient process for ordering standard items, whilst the regional team focuses on innovating promotional merchandise and retail display technology, later implementing a harmonised strategy across all markets. The team operates a flexible, unbiased sourcing strategy, combining best practice procurement which utilises a robust, compliant supply chain spanning Europe, China and other regions, as required.
CCEP benefits from a single point of contact with Adare and is recouping double-digit savings through data-driven procurement, consolidation across markets and a right-sized vendor base. In addition, processes have been streamlined, time to market has been improved, risk has been reduced and products have been improved.

• Output consolidated from 13 EU markets, resulting in €5.6 million of added value, as well as ensuring brand consistency
• Increased local resources and category expertise
• Rationalisation of over 500 suppliers
• Improved brand consistency and central control of output
• Improved CSR compliance & risk management
• Improved planning and overall speed to market
• Reduced administration via Ariba integration

Over time, Adare’s service has extended to include Coca-Cola’s global markets, covering world-wide marketing activations such as the World Cup and Olympic campaigns. The contract expansion in 2017 reflects CCEP’s confidence in Adare’s ability to deliver an innovative, compliant service which enhances its brand in the marketplace.
Sabine Henne, CCEP’s Procurement Lead, commented on the CCEP/Adare collaboration: “Adare offers us a unique service combining robust supply chain management with in-depth market expertise and insight, which adds value to our brands. Our marketing stakeholders trust Adare to deliver compliant, innovative solutions across all our markets, and we are delighted to be expanding our strategic partnership in this way”

To find out more about Adare’s unique Consumer Goods marketing communications solution, please contact us at

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