Success Story

Coca Cola European Partners Coca Cola European Partners

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 print, point of sale materials and promotional merchandise.

The Adare solution is delivered through on-site Account Management teams in markets across Europe. CCEP stakeholders also have access to a central innovations team with expertise in the Marketing Goods procurement solution. 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.

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 Brands marketing communications solution contact us at

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