The on-pack promotion runs across Coca-Cola’s PET bottles, cans, and glass bottles range. Credit: CCEP.

Coca-Cola, the official partner of UEFA EURO 2024, has launched new packaging of its Zero Sugar format in the run-up to the tournament. 

With the new packaging, the company has started an on-pack promotion, providing consumers with the opportunity to win football-related prizes.  

Go deeper with GlobalData

Go deeper with GlobalData

The gold standard of business intelligence.

Find out more

Discover B2B Marketing That Performs

Combine business intelligence and editorial excellence to reach engaged professionals across 36 leading media platforms.

Find out more

The limited-edition packs will feature QR codes, which showcase four distinct football fan designs. Customers can scan to participate. 

The five-week campaign, starting on 10 June, will cover a range of products, including two-litre, 1.25-litre, and 500ml polyethylene terephthalate (PET) bottles, 330ml cans, 24 multipack cans, and 330ml glass icon bottles of Coca-Cola Zero Sugar. 

Scanning will redirect them to the Coke App, where they can enter a prize draw.  

Prizes available include adidas training tops and official UEFA EURO 2024 merchandise such as branded footballs and cups. 

GlobalData Strategic Intelligence

US Tariffs are shifting - will you react or anticipate?

Don’t let policy changes catch you off guard. Stay proactive with real-time data and expert analysis.

By GlobalData

Participants will also have the chance to win a VIP final fan fest experience at BOXPARK for the tournament’s final match. 

This promotion follows Coca-Cola’s previous ‘Endless Summer’ campaign, which took place across Coca-Cola Original Taste and Coca-Cola Zero Sugar single and multipacks.  

Coca-Cola Europacific Partners (CCEP) GB commercial development vice-president Rob Yeomans said: “Within retail, our large PET bottles and multipacks of cans are therefore a must-stock to cater for these increased at-home social occasions, during the tournament and throughout the summer. 

“We’d encourage retailers to embrace football fever this summer, with in-store cross-category displays to drive up basket spend, football-themed decor and by getting behind promotions like our Coca-Cola Zero Sugar UEFA EURO 2024 on-pack promotion.” 

Packaging Gateway Excellence Awards - Nominations Closed

Nominations are now closed for the Packaging Gateway Excellence Awards. A big thanks to all the organisations that entered – your response has been outstanding, showcasing exceptional innovation, leadership, and impact.

Excellence in Action
Oxipack’s deterministic vacuum decay systems have earned multiple awards, recognising breakthroughs in leak detection machinery and waste prevention. Learn how Oxipack is helping manufacturers protect product quality, support recyclable and paper-based formats, and improve line efficiency with fast, non-destructive testing.

Discover the Impact