Coke Zero targets gamers


Coca-Cola Europacific Partners (CCEP) has announced a new on-pack promotion for its Coca-Cola Zero Sugar range that taps into young adults’ passion for gaming.

From 14 February until 25 April, gaming fans can scan QR codes on promotional packs of Coca-Cola Zero Sugar for a chance to access instant wins and to enter weekly prize draws. Prizes up for grabs including Xbox Game Passes for PC and exclusive Coke branded HyperX headsets.

The promotion will run across the Coca-Cola Zero Sugar range, including the cherry- and vanilla-flavoured variants, and will include both on-the-go and take-home pack formats.

The on-pack promotion will be supported by a multi-million-pound marketing campaign entitled ‘Real Thrills, Real Magic’ which includes paid social media, out-of-home advertising, in-store activation and digital advertising – along with a new online advert featuring the League of Legends video game team.

Convenience retailers can request POS materials via

Martin Attock, Vice President of Commercial Development at CCEP GB, said: “There are more than 35 million gamers in the UK, 71% of whom regularly consume soft drinks while they play, so bringing together GB’s fastest-growing cola brand in retail with a huge part of the entertainment industry is a perfect partnership.

“We’d therefore encourage retailers to get behind this campaign in-store to benefit from the growth momentum behind the Coca-Cola Zero Sugar brand.”