Coca-Cola Leverages EPL Partnership Via Pandemic-Influenced ‘Make Your Home The Home End’

Ahead of the start of the 20/21 season, 21 August saw Premier League partner Coca-Cola launch a new campaign informed by the fact that the season will again start behind-closed-doors and which encourages supporters to turn their homes into their club’s ‘home end’.

The campaign is fronted by a fresh line up of Coke player ambassadors – including Manchester United’s Marcus Rashford, Spurs’ Harry Kane and Liverpool’s Alex Oxlade-Chamberlain (alongside existing endorser presenters join Alex Scott and Jermaine Jenas) – who star in a series of short social spots inside the homes of fans watching Premier League games.

The work, created with agency M&C Saatchi, opens with three, 20-second films showing fans watching a game at home while a player gets ready on the sidelines.

As well as the trio of social spots, the new season activation also spans radio, digital, OOH and in-store and includes an on-pack promotion across around 300m Coca-Cola Original Taste and Coca-Cola zero sugar products offering fans a weekly opportunity to win their favourite EPL team’s 2020/21 jersey.

The work all runs under the ongoing Coca-Cola ‘Where Everyone Plays’ umbrella marketing platform which first rolled out at the start of Coca-Cola’s official Premier League soft drink partnership back for the 2018/19 season (see case study) and expanded in 2019/20 season (see case study).

Comment:

Soft drinks marketers often think alike (other than when it comes to which one tastes best) and this UK Coca-Cola campaigns shares a theme and an approach with fierce rival Pepsi’s current US NFL activation which runs under the title ‘Made For Watching Football…At Home’ (see case study), which also includes ‘Every Game’s A Home Game’ (see case study) and ‘Tailgate In A Box’ (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

https://mcsaatchi.com/

Premier League

https://www.premierleague.com/