Coca-Cola's 'Fan Work' Campaign Taps into Fandom with Intense Football and Hockey Activations
Coca-Cola is celebrating its fans in a big way with 'Fan Work Is Thirsty Work,' a campaign led by VML. The initiative aims to engage with enthusiasts wherever they are, and it's off to an intense start. One of the key components of this effort is limited-time team packaging for various college and professional football teams.
The campaign also includes a 74-stop tour that will visit partner school campuses during college-football season, as well as a series of ads on TV, social media, digital platforms, experiential events, retail spaces, and commerce sites. One of these ads, 'Scream,' highlights football engagement in both traditional and non-traditional venues.
The campaign features real fans from Coca-Cola partner schools being showcased during key matchups. In addition to the football-focused efforts, hockey activations will take place in Canada and select U.S. markets.