Talking Retail Grocery and product news for independent retailers
Shoppers who enter online will be entered into a prize draw to win a club shirt from one of 20 Premier League sides.
The promotion is running until October across nearly 300 million large bottles and multi-pack cans of Coca-Cola original taste and Coca-Cola zero sugar, including the Cherry and Vanilla flavour variants.
In the convenience sector, the promotion is running across Coca-Cola original taste 1.5-litre plain and price-marked-packs, Coca-Cola original taste Cherry 1.5-litre and Coca-Cola zero sugar 1.75-litre price-marked packs.
The company said the giveaway aims to help retailers meet the high demand for soft drinks – especially Colas – during football events and to “tap into the growing at-home drinking opportunities the new season will bring after coronavirus prevented fans visiting stadiums”.
It will be supported by a multi-million pound consumer marketing campaign including radio, digital activity, out-of-home advertising, a partnership with Sky, and point-of-sale materials.
Paul Hiskens, associate director for partnerships and sponsorships at Coca-Cola European Partners GB, said: “The Premier League is enjoyed at home by millions every week, plus many of those fans will be missing the matchday experience of visiting their team’s stadium, which is why we want to help them recreate the ‘home end’ atmosphere in their own homes.
“Watching football at home presents a £1.4bn opportunity to retailers each year, which we expect to grow in 2020/21 as many fans will be watching the game from home, unsure when they will return to stadiums.
“This coupled with the fact that large PET bottles and multipack cans are seeing double-digit growth across grocery and convenience outlets, means this on-pack promotion presents a huge opportunity for retailers to create some excitement in store and grow their sales over the coming months.”
