Adding to a burgeoning list of NIW specials for independent retailers and money-off coupons in national tabloids, Coca-Cola Enterprises informed MSYS that it would launch a two-week big brand promotion to give the activity a further boost.

Just ahead of NIW, CCE big brands Fanta, Dr Pepper, Sprite and Lilt in 24 x 500 ml PET packs will feature in cash and carry and delivered wholesalers with a special promotion of 24 for the price of 20.

This will give independents alternatives - to use the "free" bottles as a tasting at an NIW fun day or other in-store feature, or to utilise the discount to offer a special deal to their customers for the big week.

Alan Toft, MSYS architect and chairman, said: "Wholesaler and supplier support has reached its highest level ever - and there's more to come. We now need wholesalers to go the extra mile, to give NIW an extra push to help retailers translate this support into increased sales and consumer awareness."

Tetley GB (6 for 5 on Tetley 80s) and McVitie's (4 for 3 on Everyday favourites) are well into their sell-in to wholesale with their specials supporting the first ever National Cuppa Day on the Tuesday, on June 3.

Major wholesalers will also be promoting NIW heavily. Booker, Bestway, Batleys, Today's, Landmark, Costco, Makro, Musgrave, Key Lekkerland, Parfetts and Palmer and Harvey were all involved in support activities.

MSYS issued a guide for wholesalers to pass on to their retailers on how to make the most of the Cuppa feature - encouraging retailers to treat customers to a cup of tea and a biscuit as a friendly gesture on June 3 (see page 22).

Imperial Tobacco announced that its field sales force was helping to promote MSYS and NIW to customers, and Gallaher was sponsoring the MSYS master class in media training and community marketing at its training site in Crewe.

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