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.  

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. 

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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.”