Coca-Cola European Partners (CCEP) is kicking off activity ahead of the 2018 FIFA World Cup™ with a new on-pack promotion across its Coca-Cola portfolio, which is designed to appeal to the 14million people expected to tune in for each game [1].
Coca-Cola’s new promotion with the number one sports game, EA SPORTS™ FIFA 18, will see unique codes printed on promotional packs of Coca-Cola Classic and Coca-Cola Zero Sugar from 30th April until 17th June. Consumers can enter the code online to unlock exclusive in-game content within FIFA 18 for the Xbox One and PlayStation®4 consoles and be in with the chance of winning a rare player and Coca-Cola jersey for their team.
With research showing that more than half of the population are planning to watch this year’s World Cup [2], the promotion is designed to help retailers build their soft drink sales by tapping into the popularity of football and FIFA gaming franchise.
Promotional packs will be available on Coca-Cola Classic and Coca-Cola Zero Sugar 330ml cans and 500ml PET bottles, which will also be available in a PMP format.
The promotion will be supported by a £2.5million marketing campaign that includes POS, digital, social and out-of-home advertising.
Simon Harrison, customer marketing director at Coca-Cola European Partners, said: “89% of consumers watched the 2016 UEFA Euros at home and 33% consumed soft drinks during matches [3], 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.”
Available in stores now, EA SPORTS FIFA 18 blurs the line between the virtual and real worlds, bringing to life the players, teams, and atmospheres of The World’s Game. To learn more, visit www.easports.com/fifa.
[1] FIFA.COM 24th June 2014 http://www.fifa.com/worldcup/news/y=2014/m=6/ news=tv-viewing-breaks-records-in-first-fifa-world-cup-matches-2378078.html
[2] HIM Ltd 2018
[3] Nielsen 12kws to 13/07/14 GB, FRA, BE & NL
