Coca-Cola Europacific Partners GB (CCEP) has announced a new partnership with Panini ahead of the FIFA World Cup 26.
Live now, shoppers can discover exclusive Panini stickers hidden underneath the labels of selected Coca-Cola bottles through a new “Peel, Sip, Collect!” mechanic. In total, 12 exclusive Coca-Cola Panini stickers featuring international football stars from nations competing in the FIFA World Cup 26 are available to collect.
The exclusive stickers are designed to complement the Official Sticker Album of the FIFA World Cup 26, encouraging shoppers to collect, swap and complete their albums throughout the tournament.
Retailers can access to dedicated POS materials and activation support via MyCCEP.com to help drive visibility and create standout theatre in-store.
The Panini partnership sits alongside CCEP’s wider FIFA World Cup 26 activation plans across its portfolio, including activity for Powerade as the Official Sports Drink of FIFA World Cup 26, supported by its global “Power Your Fate” campaign and new Powerade FIFA Playstyles limited-edition range.
Vice-President of commercial development at Coca-Cola Europacific Partners GB, Rob Yeomans, said: “The FIFA World Cup 26 represents one of the biggest retail opportunities in the calendar, creating huge demand across social and matchday occasions. With the tournament set to be the biggest ever, it provides a massive platform for retailers to engage shoppers at scale.
“Panini stickers are an iconic part of football culture and this partnership gives retailers a powerful way to drive repeat purchase and shopper engagement throughout the tournament. By integrating exclusive stickers underneath promotional Coca-Cola pack labels, we’re creating a compelling reason for shoppers to keep returning to store as they build their collections.
“This activity is designed to increase shopper frequency, create standout in-store theatre and help retailers maximise soft drinks sales during one of the most commercially important moments of the year.”
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