Bringing the magic of Coca-Cola to the fandom of football for the ultimate experience

The rise of social media has changed the way football fans engage with the game. Football is no longer just about following one team, but instead about following multiple teams and players across multiple leagues. The interconnected experiences that this new fandom offers are endless.

Driven by the insight that young consumers value great experiences above luxury purchases, Coca-Cola proposed a money-can’t buy competition that would appeal to football fans aged 18 - 33. The competition would offer anyone based in Europe to attend a single game of the season with VIP treatment at Liverpool, Tottenham, Bayern Munich, Juventus and PSG.

To sell in the on-pack competition to local bottlers in multiple regions, we delivered 4 x B2B films to demonstrate what the ‘Ultimate Fan Experience’  would look like for a prize winner and how Coca-Cola could maximise their partnership with each participating team. To shoot the films we partnered with the content creator Eman Balogun of SV2 YouTube fame, shooting with each team in five cities across 6 weeks.