Coca-Cola Europacific Partners (CCEP) is encouraging football fans to get in on the Premier League action with thousands of football-themed prizes to be won as part of a new Fantasy Premier League Challenge on-pack promotion.
The activity taps into the passion of Fantasy Premier League's 11 million active users, especially the Gen Z audience, who make up a core demographic of Fantasy Premier League players.
It will run across Coca-Cola Original Taste and Coca-Cola Zero Sugar to help retailers drive cola sales. Cola is the largest soft drinks segment in GB retail [Nielsen & CGA, MAT to 28.12.24], with the Coca-Cola portfolio accounting for over two-thirds (63.9%) of its value sales.
Convenience retailers can request campaign POS and digital assets from My.CCEP.com to support the promotion in-store.
On-pack promotion
The Fantasy Premier League Challenge on-pack promotion runs for eight weeks from 1st September until 2nd November.
To enter the free prize draw, shoppers must scan the on-pack QR codes on a promotional can, and head to the Fantasy Premier League website or app. Once registered, they can create and submit a team to participate and enter the weekly “Beat the Icon” challenge, where they go head-to-head with a team selected by a football or cultural icon.
Players have the chance to win across two tiers of prize pools. Everyone who participates is entered into a draw to win from a prize pool of more than 20,000 football-themed items, including headphones and speakers. And those who successfully ‘Beat the Icon’ will go into an exclusive draw to win one of 2,100 premium prizes, such as match tickets, vintage t-shirts and Sky Sports memberships*.
Featuring the eye-catching Premier League logo, promotional packs include plain and price-marked 330ml cans, 500ml, 1.25L and 2L PET bottles.
Marketing campaign
The on-pack promotion will be supported by an integrated multi-million-pound marketing campaign which includes a Sky Sports partnership, paid social media and influencer activity, and online, TV, digital and out of home advertising throughout September and October.
Rob Yeomans, Vice-President, Commercial Development at Coca-Cola Europacific Partners GB, said: “Football is a passion that unites millions across Great Britain. We’re tapping into this with our new promotion – offering fans the opportunity to engage even more deeply with the game they love – with the chance to win some great prizes along the way.
“This campaign will not only keep the Coca-ColaTM brand front of mind but help to drive significant incremental cola sales for our retail partners. It’s a winning combination for retailers and football fans alike, and we can’t wait to see the excitement unfold in-store and online.”
The activity follows the news that Coca-Cola will be the Premier League’s Official Soft Drink Partner in a deal that kicks off for the 2025/26 season.