Coca-Cola Taps into Football Fever with 'Taste Every Second' Campaign

Coca-Cola Europacific Partners (CCEP) is launching a new campaign to drive matchday sales and capitalize on football-related shopping occasions in the UK. The 'Taste Every Second' initiative will put Coca-Cola Zero Sugar at the forefront of Premier League action, encouraging shoppers to choose Coca-Cola when watching matches at home.

As the Official Soft Drink of the Premier League, Coca-Cola is using the campaign to create opportunities for retailers to activate around key matchdays. This includes retail activation, sampling, watch parties, trophy moments, and fan experiences. The campaign will also be supported by social media, influencer activity, and out-of-home advertising.

Coca-Cola Zero Sugar has continued to grow in popularity, worth over £507m, while the Coca-Cola portfolio accounts for 62.6% of cola value sales. With around 40 million people tuning into the Premier League each season, football is a significant opportunity for soft drinks retailers. The campaign will be fronted by rapper Central Cee, who stars in a new two-minute film soundtracked by his original track 'The Team'.