News & Events

Wednesday 13 February, 2019


COCA-COLA KICKS OFF PREMIER LEAGUE PARTNERSHIP WITH ‘BE THE 12TH’ THE UlTIMATE FAN ON-PACK PROMOTION

  • Promotion marks launch of Coca-Cola Great Britain’s new Premier League partnership New on-pack promotion forms part of broader campaign entitled ‘Where Everyone Plays’
  • Thousands of prizes available, including season tickets, experiences with football legends and a chance for a football fan to appear on limited edition packs of Coca-Cola as the “12th player” for their favourite Premier League team”

A new on pack promotion entitled ‘Be the 12th’ kicks off Cola-Cola Great Britain’s 3.5-year portfolio-wide partnership with the Premier League, giving fans the chance to ‘Score Their Super Fan Upgrade’.

The partnership will allow football fans to get closer to the passion and magic of the Premier League, its teams and players. The fans are a key part of the team when the players are on the pitch and are often referred to as the “12th man”. The ‘Be the 12th’ on-pack promotion will give super fans ultimate Premier League fan status.

From Mid-February, special packs of Coca-Cola original taste, zero sugar and Diet Coke  will feature images of 20 star players from each of the Premier League clubs, as well as a silhouette of a 12th player. The ‘Be the 12th’ promotion will be available on on-the-go formats, as well as take-home large PET bottles and multipack cans.

The promotion will see one lucky winner selected to feature as the 12th man on one of the limited-edition packs.  They will also win a host of experiences for their club, including a pair of tickets for every home game in the 2019/20 season, a match day with mates and football legends, club hospitality and signed club shirts and balls. There will also be thousands of other footy prizes rewarding Premier League fans across the country every week.

The on-pack promotion forms part of a multi-million pound investment for 2019, which also includes a new TV commercial launching in February, alongside digital, mobile, social and out of home activations and a Premier League Trophy Tour. Coca-Cola is kicking off it’s sponsorship with campaign heroing Coca-Cola zero sugar, but the partnership will feature activity across the portfolio later in the year highlighting a broad range of refreshment options for the 70% of Premier League fans who drink soft drinks[1].

Simon Harrison, Vice President of Commercial Development at Coca-Cola European Partners GB, said: “Football is Great Britain’s most loved sport and with 70% of adults tuning into last year’s Premier League[2], it’s an inclusive sport that brings the whole nation together. Our ‘Where Everyone Plays’ campaign is all about the ‘We’ in football and how fans refer to their team or discuss match performance. Our first promotion puts the fans right at the centre, offering a ‘money-can’t-buy prize’ where they can truly become one of the team and enjoy a match day with mates like no other.

“Our Premier League partnership spans across our portfolio, which will help our customers to increase their sales by appealing to a large and diverse audience that consume our broad range of products. More news on how we will be bringing to life this portfolio approach to follow later in the year. ”

 


[1] Source: BARB Additional Panel Classifications (Season 2016/17, based on 3-minute consecutive reach).

 

[2] Sources/ notes: Premier League followers: Nielsen, 2017

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