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  • New on-pack promotions to tap into consumer excitement for UEFA EURO 2020TM
  • Promotions will run across take home and on-the-go packs, supported by a high profile marketing campaign

Coca-ColaTM is helping retailers to tap into the excitement surrounding this summer’s UEFA EURO 2020TM, by giving shoppers the chance to win a host of football-themed prizes in the run-up to the tournament.

As UEFA EURO 2020TM’s official soft drinks sponsor, the biggest cola brand in GB[1] is launching two new on-pack promotions to engage consumers whilst on-the-go and at home whilst enjoying football at home with family and friends.

Soft drinks is the best-performing category during the football, with colas contributing the most to category growth throughout the last FIFA World CupTM[2]. And of that growth within the colas segment, more than three quarters came from Coca-ColaTM[3].

Scan. Enter. Win.

From 25th May, consumers will be able to scan QR codes on 500ml PET bottles of Coca-Cola Original Taste and Coca-Cola Zero Sugar – including the popular cherry and vanilla-flavoured variants – and 250ml cans of Coca-Cola Energy and Coca-Cola Energy Cherry, to find out instantly whether they're one of thousands of winners.

Prizes will include Hisense televisions, Just Eat vouchers, PS4 access codes and ultimate Coca-ColaTM fan kits complete with sunglasses and scarves. The aim is to help fans recreate the matchday experience at home, while limits remain in place on stadium attendance.

Win a Ball, Give a Ball

From 1st June, shoppers buying multipacks of cans of Coca-Cola Original Taste and Coca-Cola Zero Sugar will have the chance to win one of 5,000 limited-edition Coca-Cola UEFA EURO 2020TM branded footballs.

Every time a ball is claimed, Coca-Cola will donate another ball to a local community through its longstanding partnership with football charity StreetGames. The winner can choose which region across GB they would like the ball to be donated to.

Paul Hiskens, Associate Director Commercial Development at CCEP GB, said: “The Coca-ColaTM brand always delivers during the football – and even with lots of sporting events cancelled last year, we still achieved 9% value growth in grocery and convenience[4]. Our large PET bottles and multipacks of cans are performing especially well[5], with our 24-can multipack alone adding £111m in value over the last year[6]. This is down to an increase in at-home occasions which we see as a continuing opportunity for the foreseeable future.

“The UEFA EURO 2020TM promotion featuring on on-the-go formats will help reignite the sales of immediate consumption soft drinks which will start to increase as restrictions continue to ease and there are more people out and about. Now is a great time for convenience retailers to get their on-the-go soft drink core range back in order!”

Both promotions will be supported by high-impact point-of-sale material to help retailers create a sense of football fever in-store and online.

The activity will tie in with a new marketing campaign featuring footballing superstars, designed to drive awareness of the two on-pack promotions and sales of Coca-ColaTM at mealtimes – which align closely with the match schedule. Supporting digital materials will drive engagement pre, post and during the games


[1] Nielsen (Home Channel) Value MAT total GB to 26.12.20

[2] Nielsen World Cup 2018 Grocery Mults 4 w/e  14 Jul 18 vs LY 

[3] Nielsen World Cup 2018 Grocery Mults 4 w/e  14 Jul 18 vs LY 


[4] Nielsen Total coverage GB incl discounters MAT VAL to 26.12.20

[5] Nielsen Total coverage GB excl discounters MAT VAL to 26.12.20

[6] Nielsen Total coverage GB excl discounters MAT VAL to 26.12.20