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CocaCola
How to increase the love of teenagers for the brand with the help of football?

RAN IN: Russia

CLIENT
CocaCola Soft Drink Consulting LLC

AGENCY
EMG Promo *Lead Agency


People talk *Lead Agency


Ketchum Moscow


SUMMARY

To recruit teenagers, Coca-Cola System annually supports the “Leather ball” soccer tournament. Many brands fight for this audience whose attention is hard to get. Tournament participants shared an important insight: they dream to become a professional player and wish to be treated seriously. That’s how we came to the idea to treat «Leather ball» as a professional tournament. Everything was real: uniform, crowded stadiums, training with professional players, commentator from Match-TV, rewards from Minister of sports and even participation in Mundial as ball-boys. All brand KPIs were outperformed.

CASE VIDEO


Audience: 12-19 years old teenagers are the most valuable group for Coca-Cola in terms of lifetime value (the average income a company earns from one person in a lifetime). Teenagers account for a significant share of total consumption of soft sparkling drinks – 45%. (Data source: BGS tracking 2018).

Objectives: KPI see also "Data verification" 

Type: B2C

Language: English, Russian