Coca-Cola European Partners (CCEP) has launched a new on-pack promotion across its Coca-Cola portfolio, to coincide with the 2018 World Cup.
The promotion sees the brand partner with EA Sports’ FIFA 18 video game, with unique codes printed on promotional packs of Coca-Cola Classic and Coca-Cola Zero Sugar.
The on-pack activity will run from now until June 17 across 330ml cans, 500ml PET bottles and PMP formats
Consumers can enter the codes online to unlock exclusive in-game content within the FIFA 18 game. Those who enter the promotion will be given a chance to win a rare player and Coca-Cola jersey for their in-game team.
CCEP believes the promotion can help retailers build their soft drink sales by tapping into the popularity of football and the FIFA gaming franchise.
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 CCEP, said: “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.”