COCA-COLA:
BRAND STRATEGY
& CREATIVE PLATFORM

After 25 years away, Coca-Cola returned as a Premier League sponsor and needed to reconnect authentically with modern football fans while promoting its sugar-free drinks portfolio.

The challenge was to turn one of the world's biggest brands into a credible part of Premier League culture.

Our research revealed that the real heroes of Premier League football aren't only the players. They're the fans, groundskeepers, mascots, tea ladies, pundits and everyone else who makes the game what it is.

That inspired “Where Everyone Plays”, Coca-Cola's football sponsorship platform celebrating everyone who makes the Premier League special.

We launched it with a 90-second film featuring 250 real fans from all 20 Premier League clubs, alongside famous football faces and Yazoo's Only You. The campaign expanded across a national trophy tour, on-pack promotions, digital and radio partnerships.

-Grew sales volume by 1.3%

-Grew sales value by 18.6%

-Over 27M views