Coca-Cola Celebrates Football Season with Team-Themed Packaging

Coca-Cola is kicking off its “Fan Work Is Thirsty Work” campaign to celebrate football season, introducing limited-time packaging for 25 college and NFL teams. The initiative includes fan-focused activations and special designs for both Coca-Cola Original Taste and Coca-Cola Zero Sugar products. The packaging features prominent team branding, such as logos, helmets, and team colors, while maintaining the iconic Coca-Cola red as its foundation.

The promotional packaging spans 13 college and 12 pro football teams in select markets. The 20oz bottles display team branding beneath the Coca-Cola logo, while the 12-pack cases feature larger team-specific elements. The designs also include rivalry matchups like USC vs. UCLA and Georgia vs. Georgia Tech. The packaging is printed using flexography and is available in stores throughout the football season.

In addition to the retail packaging, Coca-Cola is integrating digital experiences through scannable QR codes. These codes connect fans to personalized team experiences and opportunities to win game-day tickets, merchandise, and other prizes. The campaign also includes a “Friday for the Win” component, offering new prizes every Friday leading into the weekend’s games.

The campaign extends beyond retail packaging to foodservice locations, where fans can receive exclusive Coca-Cola Football cups or scratch cards with access to more prizes. Coca-Cola is also taking the campaign on the road with a 74-stop tour tied to college campuses and professional football tailgates. The broader fall sports campaign also includes hockey-focused activations in select U.S. markets and Canada.