Coca-Cola kicks off 2018 licensed FIFA World Cup activity

Coca-Cola European Partners (CCEP) has revealed its plans to help licensees tap into the £60m on-trade opportunity during the 2018 FIFA World Cup.

It’s launching a range of Coca-Cola point of sale and promotional activities.

Licensees will have access to more than 8,000 activation kits from the middle of May, which will include a match planner and World Cup bunting. The campaign also includes social media support and incentives, exclusive quizzes and competitions to help create excitement and promote the game in venues ahead of kick off on the 17 June.

Consumers will have the opportunity to win a home entertainment system and a range of runner-up prizes including FIFA footballs by entering a unique four-digit code or scanning a barcode, which can be found on neck collars for Coca-Cola Classic, Coca-Cola Zero Sugar and Diet Coke glass Icon bottles, table talkers and coasters into Coca-Cola’s website – www.cocacolafootball.co.uk/winbig

Big value football tournaments are estimated to be worth at least £60million to licensed outlets with each sports fan spending an average of £16.75 during a live sports event.

Rob Harris, out-of-home director at Coca-Cola European Partners, said: “38% of younger consumers between the ages of 18-34 are planning to watch matches at the pub, so there’s no denying that the 2018 FIFA World Cup presents an extremely lucrative opportunity for licensees.

“Soft drinks are already the second biggest category by share of serve on trade, and with the majority of games being played before 7pm, there is a real chance to maximise soft drinks sales.  We hope that we can help licensees to capture the excitement of the nation ahead of and during the FIFA World Cup. We’d recommend that licensees review their soft drinks range ahead of the tournament to ensure choice is being offered. Make sure soft drinks are visible in outlet and keep well stocked up to keep up with the demand.”

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