Coca-Cola's 'Fan Work Is Thirsty Work' Campaign Hits the Gridiron
Coca-Cola is launching its new 'Fan Work Is Thirsty Work' campaign in partnership with WPP Open X, led by VML. The campaign aims to celebrate fandom wherever it happens and will cover various aspects of college football season.
The campaign includes limited-time team packaging for select Coca-Cola products featuring 13 college and 12 professional football teams. A 74-stop tour will visit partner school campuses during the college-football season, while a 15- and 30-second spot will showcase high-energy football engagement in both traditional and non-traditional venues.
The campaign also features real fans from Coca-Cola partner schools who will be featured during key matchups. Additionally, hockey-focused activations in Canada and select U.S. markets are part of the package, which spans TV, social, digital, experiential, retail, and commerce platforms.