Coca-Cola European Partners is giving consumers the chance to win thousands of football shirts to mark the beginning of the 2020/21 Premier League season.
Running until October across selected packs of Coca-Cola original taste and Coca-Cola zero sugar, the on-pack promotion will give away club shirts featuring all 20 Premier League sides. Shoppers will be able to enter an online prize draw with every purchase to be in with a chance of winning.
The aim of the initiative is to help retailers meet the high demand for soft drinks – especially colas – during football events (Nielsen), and tap into the growing at-home drinking opportunities the new season will bring after Coronavirus prevented fans visiting stadiums.
For the convenience channel, the promotion is running on Coca-Cola original taste 1.5-litre plain and price-marked-packs (PMPs), Coca-Cola original taste Cherry 1.5-litre and Coca-Cola zero sugar 1.75-litre PMPs.
It will be supported by a multi-million-pound consumer marketing campaign, which includes radio, digital activity, out-of-home advertising, a partnership with Sky, and PoS materials.
Paul Hiskens, associate director partnerships & sponsorships at Coca-Cola European Partners GB, says: “Watching football at home presents a £1.4 billion opportunity to retailers each year (Nielsen), which we expect to grow in 2020/21 as many fans will be watching the game from home, unsure when they will return to stadiums. This, coupled with the fact that large PET bottles and multipack cans are seeing double-digit growth across grocery and convenience outlets (Nielsen), means this on-pack promotion presents a huge opportunity for retailers to create some excitement in store and grow their sales over the coming months.”Published Date: August 11, 2020