Coca-Cola Europacific Partners (CCEP) is another key supplier helping retailers tap into one of the biggest sporting moments in the calendar, with the launch of Powerade FIFA Playstyles, a new limited range bringing the energy of football to shelves ahead of the World Cup.
Inspired by the “different ways people play the game,” the range introduces flavours linked to roles on the pitch, including Attack - a spicy citrus variant with a mild kick - and Defend - a refreshing floral citrus option.
With a balance of sugar and sodium to support hydration, alongside added vitamin B5 which contributes to mental focus, Powerade FIFA Playstyles is rolling into stores nationwide now in 500ml bottles.
The launch is to be supported by a nationwide on-pack promotion designed to drive engagement and frequency during the key summer period.
Running across Powerade Mango, Berry and FIFA Playstyles, until 5 July, shoppers can scan QR codes on promotional packs for the chance to win instant prizes, including footballs, drawstring bags and Powerade sipper bottles
CCEP said that football reaches close to 80% of the UK population and is the number one passion point for younger consumers. Major tournaments also drive soft drinks sales, with increased demand linked to match-day viewing, social occasions and top-up shopping missions.
Rob Yeomans, vice president of commercial development at CCEP GB, said: “Football - and especially the FIFA World Cup - is one of the most powerful cultural moments for shoppers, delivering both mass reach and real commercial impact in store.
“With Playstyles, we’re bringing something genuinely new to the fixture, using bold flavour innovation to give shoppers a reason to engage with the category. Combined with our on-pack promotion and the scale of our global campaign, this is a major opportunity to drive sales across key match-day and social occasions.”
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