Coca-Cola has kicked off its three-and-a-half year Premier League partnership with the launch of a 360 campaign, titled ‘Where Everyone Plays.’
The “multi-million pound” campaign, created by M&C Saatchi Sport & Entertainment and M&C Saatchi, puts fans and other “everyday” football people centre-stage.
At its heart is a 90-second TV spot, which brings together more than 250 real supporters from all 20 Premier League clubs, alongside Manchester United and England star Jesse Lingard, and former Premier League star and broadcast pundit Jermaine Jenas.
The ad aims to highlight the nation’s passion for football, profiling unique characters including Everton fan icon “Speedo Mick” and Crystal Palace mascot Kayla the Eagle – set to the soundtrack of Yazoo’s Only You.
Director Stacy Wall explained: “I see the ad as an authentic and compelling love letter to all the fans of the Premier League on behalf of Coca-Cola. We feature real fans who contributed such magical integrity, reality and authenticity to the ad. They also display very clear faith, devotion and passion for the game which ties in perfectly with Coca-Cola’s Where Everyone Plays campaign.”
The Premier League partnership is Coca-Cola Great Britain’s first multi-brand sports sponsorship, giving it activation rights across much of the Coke product portfolio.
Coke Zero, however, is the only brand to feature in the campaign launch ad, reflecting what Coca-Cola calls its “ongoing commitment to drive sales of its sugar-free options.”
On-pack promotions will run across the Coca-Cola original taste and zero sugar and Diet Coke brands in February as part of a 'Be the 12th' campaign, offering one winning supporter the chance to become their club's '12th player' with a prize of the 'ultimate fan experience.'
In addition, the first Official Coca-Cola GB Premier League Trophy Tour will visit cities around the UK in March and April.
Commenting on the launch, Paul Grace, Marketing Director at Coca-Cola Great Britain and Ireland, said: “Coca-Cola has always been a passionate supporter of football and sport and we’re excited to be able to bring fans closer to the action through our partnership with the Premier League.
“We want to use this opportunity to celebrate the people who make the Premier League the best in the world, as well as raising awareness of our wide range of drinks.”
The 'Where Everyone Plays' campaign also includes media partnerships with Talksport and Joe.co.uk which will run throughout the year.
In addition, Coca-Cola plans to integrate its Premier League partnership in its work with StreetGames, the charity which harnesses the power of sport to create positive change in the lives of disadvantaged young people.