Coca-Cola supports UEFA Euro 2020 sponsorship with consumer competitions

By Éilis Cronin in Soft Drinks 30th April 2021

Coca-Cola is set to launch two on-pack competitions as part of its sponsorship of UEFA Euro 2020, in a move designed to “engage consumers whilst on-the-go and at home whilst enjoying football at home with family and friends”.

The “Scan. Enter. Win.” competition will run from 25 May across bottles of Coca-Cola Original Taste and Coca-Cola Zero Sugar – including the cherry and vanilla-flavoured variants – and 250ml cans of Coca-Cola Energy and Coca-Cola Energy Cherry.

Shoppers will have to scan a QR code found across promotional packs to find out instantly whether they have won.

Prizes will include Hisense televisions, Just Eat vouchers, PS4 access codes and ultimate Coca-Cola fan kits complete with sunglasses and scarves.

The “Win a Ball, Give a Ball” competition kicks off on 1 June across multi-packs of Coca-Cola Original Taste and Coca-Cola Zero Sugar, giving shoppers the chance to win one of 5,000 limited edition Coca-Cola UEFA EURO 2020 branded footballs.

Every time a ball is claimed, Coca-Cola will donate another ball to a local community through its longstanding partnership with football charity StreetGames.

The winner can choose which region across the UK they would like the ball to be donated to.

Both promotions will be supported by point-of-sale material available via my.CCEP.com from the middle of May.

The activity will tie in with a new marketing campaign featuring footballing “superstars”, designed to drive awareness of the two on-pack promotions and sales of Coca-Cola at mealtimes – which “align closely with the match schedule”.