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Coca-Cola has launched a new on-pack promotion that gives shoppers the chance to win tickets to music and sporting events this summer, across its Coca-Cola Original Taste and Coca-Cola Zero Sugar variants.

Running until 19 May 2024, the ‘Endless Summer’ on-pack promotion offers consumers the opportunity to win one of 295 pairs of tickets across UEFA Euro 2024 in Germany, top music festivals across Europe, and the 2024 Summer Olympic Games hosted in Paris.

Entrants can also win accommodation for the 2024 Summer Olympic Games in Paris and spending money for any event outside of the UK.

The campaign has been designed to “help retailers tap into key consumer passion points and experiences and help drive their Coca-Cola Original Taste and Coca-Cola Zero Sugar sales in the run up to summer,” said Coca-Cola Europacific Partners (CCEP).

Alongside the consumer campaign, independent retail, food-to-go, license and wholesale customers will also be given the chance to win UEFA Euro 2024 tickets and spending money via CCEP trade website. More details about the promotion will be available on the CCEP site from the middle of April.

To enter the free prize draw, shoppers are invited to scan QR codes on promotional packs and play an exclusive mini-game within the Coke app.

Prizes include festival tickets for All Points East, Boardmasters, Brighton Pride, Sziget in Budapest, Lollapalooza Berlin and more, plus tickets and spending money to the UEFA Euro group stages and quarter-finals in Germany.

Featuring a wristband design, promotional packs include plain and price-marked 330ml cans, 500ml PET bottles, and multipack cans of Coca-Cola Original Taste and Coca-Cola Zero Sugar. QR codes on non-promotional packs will also take shoppers to the Coke App where they can enter.

The on-pack promotion will be supported by an integrated marketing campaign which includes paid social media and influencer activity; online TV, digital and out-of-home advertising throughout April and May.

Rob Yeomans vice-president and commercial development at Coca-Cola Europacific Partners GB said: “We know that football and music are key passion points for consumers in GB, and this summer there’s no shortage of either.

“However, at the same time, we understand that many shoppers continue to be careful with their spending. So, we wanted to give our brand fans the chance to turn their dreams of experiencing live music and sporting celebrations this summer into a reality, alongside helping customers to drive sales in store as well.”

Florence Wheatley associate marketing manager at Coca-Cola Great Britain added: “The Endless Summer promotion is our way of helping teens and young adults gain access to the most exciting summer line up. By offering tickets to music festivals, UEFA EURO 2024™, the Olympic Games Paris 2024, we’re looking forward to facilitating Real Magic moments across Europe this Summer.”

Convenience retailers can request campaign POS and digital assets from My.CCEP.com to support the promotion in-store.