Executive Summary

Having partnered with the Premier League, Coca-Cola needed something that would put them in the hearts, minds and hands of football fans around the country.

We set ourselves a mission: To make Coca-Cola to football what popcorn is to film.

The creative platform to deliver this was Where Everyone Plays, built on the truth that the Premier League is the most diverse League in the world and a reflection of the inclusive values that Coca-Cola is built on.

The partnership hit every consumer touch point, making a cultural dent that delivered for the brand and the business and reminded people why they love Coca-Cola and football, together.

Change needed

Coca-Cola is synonymous with football, but in the UK we had a problem.

We were the most associated brand in football, but not the most consumed.

Having partnered with the Premier League, we set ourselves a mission to put us in the hearts, minds and hands of football fans around the country.

Strategy & Objectives

The strategy was simple: Make Coca-Cola to football what popcorn is to film

The platform, Where Everyone Plays, is built on the truth that the Premier League is the most diverse League in the world whilst reflecting the inclusive values that Coca-Cola is built on.

Our multi-channel campaign hit every consumer touchpoint, making a cultural dent delivering for brand (+34% brand love) and business (+3.1% volume of sales) and reminded people why they love Coca-Cola and football, together.

2019 put Coca-Cola back into everyday football culture, through a platform that strives for real positive change in the game.

Our brand love scores were in decline, particularly among our key audience demographic of 16-24 year olds.

The Premier League partnership had two clear objectives:

1. Drive Brand Love

Use the Premier League to regain cultural relevance and leadership

METRIC: Stem the decline of brand love this demo (down -13%)

2. Drive Frequency

Rebuild the link between enjoying Coca-Cola and enjoying football

METRIC: Rebuild special screen time and the value share across Coca-Cola (down -1.0ppt between June 2016-May 2018)

We needed an enduring platform that would promote the inclusive values that have always been at the heart our brand.

Creative

Where Everyone Plays is a campaign to celebrate the difference & diversity of the Premier League that would drive love and affinity with our audience.

How did we do it?

A national TV campaign featuring 250 real Premier League fans, influencers and every single club in the League (not easy in 90 seconds).

A launch with 150 media, influencers, players, legends and fans. With 6.4m reach of #WhereEveryonePlays.

Promotions across 25+ million packs generating over 700,000+ entries at key consumption moments & our partnership in thousands of stores across the country.

This drove value for our customers, and made a difference by raising £500k for StreetGames.

Additional campaigns gave our voice to the fight against Racism and supported the LGBTQ community in football.

And a nationwide Trophy Tour, bringing fans closer to the Premier League, hitting 6 stops with 5,500 Trophy Tour GIFs captured and hitting 140% of sampling target.