Coca-Cola kicks off ‘biggest ever’ Uefa Euro sponsorship
Coca-Cola has launched its biggest sponsorship of the Uefa European football tournament that promises to offer more fan-focused activities than previous efforts.
The crux of the strategy revolves around making the “simple act of drinking” any Coca-Cola a memorable experience for fans, according to Bobby Brittain, marketing director for its Great Britain business. To that end, much of the activity will focus on giving fans a tickets to matches, a tried and tested sponsorship mechanic the business will be hoping drives more purchases over the summer.
It is offering 504 prizes of four tickets to the tournament to lucky winners. The ‘Win Tickets’ on pack promotion is running across promotional packs of Coca-Cola, Coca-Cola Zero and Diet Coke across 500ml, 1.25lt and 1.75lt bottles and 330ml can multipacks.
A TV ad for the campaign launched a few weeks ago, while digital and out of home rolled out alongside the 'Win Tickets' promotion. Creative will be an extension of the ‘Taste the Feeling’ campaign the business launched at the start of the year.
Another core tenant of the campaign will be food pairings; Coke is hoping that by suggesting meals that people could enjoy with one of its fizzy drinks it is able to push those brands into new occasions as it looks to adapt its strategies to healthier lifestyles.
Upcoming marketing for the Euros will likely be influenced by Coke's sponsorship of the 2014 World Cup, which it blamed increased marketing costs for dampening sales elsewhere. Indeed, the Euros will be one of the largest activation under the ‘Taste the Feeling’ strategy to date, with the business keen to accelerate sales of low calorie and sugar free variants under the reformed brand push.