Coca-Cola European Partners (CCEP) is warming up for the World Cup with a new on-pack promotion in partnership with video game company EA Sports, designed to appeal to the 14 million football fans in Britain expected to tune in for each game.
The activity sees unique codes printed on promotional packs of Coca-Cola Classic and Coca-Cola Zero Sugar until June 17. When entered online, the codes unlock exclusive in-game content within EA Sports’ FIFA 18 football game for the Xbox One and PlayStation 4 consoles. Consumers are also in with the chance of winning a rare player and Coca-Cola jersey for their virtual team.
With research showing that more than half of the population are planning to watch this year’s World Cup, the promotion is intended to help retailers build their soft drink sales by tapping into the popularity of football and the FIFA gaming franchise.
Promotional packs are available on Coca-Cola Classic and Coca-Cola Zero Sugar 330ml cans and 500ml PET bottles, which are also available in price-marked packs.
The promotion is supported by a £2.5m marketing campaign that includes POS, digital, social and out-of-home advertising.
Simon Harrison, Customer Marketing Director at CCEP, said: “89% of consumers watched the 2016 UEFA Euros at home and 33% consumed soft drinks during matches. Our latest promotion is designed to capture the excitement of the nation ahead of the 2018 FIFA World Cup by partnering with the world’s biggest sporting game and helping retailers build their soft drink sales by appealing to the many football fans in Great Britain.”