Coca-Cola Europacific Enterprises (CCEP) is tapping into young adults’ love of gaming with a new on-pack promotion. From 14th February until 25th April, gaming fans can scan QR codes on promotional packs of Coca-Cola Zero Sugar for a chance to access instant wins and to enter weekly prize draws – with the chance to win a host of prizes including Xbox Game Passes for PC, and exclusive Coke-branded HyperX headsets.

The promotion will run across the Coca-Cola Zero Sugar range, including the cherry and vanilla-flavoured variants, and will include both on-the-go and take-home pack formats.

The activity will be supported by a multi-million-pound marketing campaign entitled ‘Real Thrills, Real Magic’, which includes paid social media, out-of-home advertising, in-store activation and digital advertising – along with a new online advert featuring the popular League of Legends video game team. The campaign will align to the Coca-Cola Trademark’s ‘Real Magic’ global brand platform unveiled last Autumn.

Martin Attock, vice president of commercial development at CCEP GB, said: “There are more than 35 million gamers in the UK, 71% of whom regularly consume soft drinks while they play [Newzoo CI, Gamers Segmentation], so bringing together GB’s fastest-growing cola brand in retai [Nielsen Total Coverage Value MAT total GB to 11.09.21] with a huge part of the entertainment industry is a perfect partnership.

“We’d therefore encourage retailers to get behind this campaign in-store to benefit from the growth momentum behind the Coca-Cola Zero Sugar brand, which is worth more than £333m in retail and growing by 12% [ibid].”

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