Coke's 'Make Your Home The Home End' EPL Kickoff Campaign ‘Watch From Home’ Box Surprise Spots

Coca-Cola promoted its Zero Sugar product through a new strand of its new ‘Home End’ Premier League Season activation built around a series of social spots starring player ambassadors Harry Kane, Marcus Rashford and Alex Oxlade-Chamberlain surprising deserving fans by turning up on their doorsteps out of the blue with a special ‘Watch From Home’ gift box ahead of the 2020/21 season.

Each fan was chosen by the brand’s marketing team not only for their love of and passion for the game, but for helping their families and supporting their local communities during the Covid-19 lockdown.

The shocked fans were surprised and delighted as the stars appeared, wearing branded Coke Zero Sugar kit, at their door with a branded watch box which included their favourite club’s new shirt and Coca-Cola zero sugar drinks to make their home the ‘Home End’ as the league kicks off without any fans in the stadiums due to pandemic restrictions.

The campaign, which consists of a set of four spots (a lead, set-up/summary video and three player/fan specific spots) deployed across Coca-Cola’s channels, was created by M&C Saatchi Sport & Entertainment and launched on 10 September.

Comment:

This initiative is the third wave of work in Coca-Cola GB’s Premier League season start ‘make Your End The Home End’ activation programme and links closely to its late August trio of spots starring the same team of player endorsers who appear in the home’s of fans watching matches (see case study) and the early September Mo Gilligan fronted mockumentary style short film with Sky Sports/Sky Media (see case study).

In terms of ‘at-home’ sports marketing strategies for the new season, there are strong echoes in Coca-Cola’s UK work of current NFL partner activations such as those by Pepsi including ‘Made For Watching Football’, ‘Every Game’s A Home Game’ and ‘Tailgate In A Box’ (see case study) and DIY retailer Lowe’s ‘Home Team’ (see case study)

Links:

Coca-Cola

https://www.coca-cola.co.uk/

https://www.youtube.com/c/CocaColaGreatBritain/videos

https://twitter.com/cocacola_gb

https://www.instagram.com/cocacolaeu/

https://www.facebook.com/cocacolaGB/

https://www.linkedin.com/company/the-coca-cola-company/

M&C Saatchi Sport & Entertainment

https://sportandentertainment.mcsaatchi.com/

Premier League

https://www.premierleague.com/