Coca-Cola is to kick off a campaign timed to coincide with the Rugby World Cup in which it will offer consumers the chance to win one of a million branded rugby balls.
The promotion is the first major sports sponsorship featuring all four Coca-Cola variants since the brand implemented its new single brand approach. Launching next week, the campaign will offer consumers the chance to win Gilbert rugby balls and hundreds of free rugby-inspired sessions by entering a unique promotional code found on pack at a website specially created for the event.
The codes will feature across all four variants in 1.25 litre, 1.75 litre, four-count 1.5 litre and six- and eight-packs of 330ml cans. The campaign marks Coca-Cola’s role as an official soft drink, water and sports drink supplier to the tournament, which will be hosted by England during September and October.
Alongside the ball giveaway, the brand will be putting on hundreds of free rugby-inspired activity sessions in six cities across the country throughout the summer as part of its ParkLives programme – including touch, tag, rugby-fit and even rugby-inspired dance classes.
Coca-Cola will start its activity by releasing an inspirational film featuring two Rugby World Cup winners: Jason Robinson, who won in 2003, and Natasha Hunt, part of the victorious 2014 England Women’s Rugby World Cup side. Shot in a variety of settings far removed from those traditionally associated with the game – including Brighton Beach and Mile End Skate Park – the film sees Robinson and Hunt explore the magic of the rugby ball to demonstrate how anyone can pick up a ball and play.
To support the on-pack promotion, a television advertisement will roll out to support the campaign in the coming weeks and run alongside out-of-home advertising. Both will reflect the new one brand strategy, with Coca-Cola Zero leading a campaign that will feature all four Coca-Cola variants.
Coca-Cola Enterprises operational marketing director Caroline Cater said: “We want to use our sponsorship to help take the sport of rugby to an even wider audience, hopefully inspiring people to get involved in the tournament and have some fun. Our biggest ever rugby on-pack promotion will put up to one million balls into the hands of consumers across the country and help our customers by driving their soft drinks sales this summer ahead of the Tournament. We recommend retailers stock up now on the promotional packs ahead of potential consumer demand.”
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