“I want to become the ultimate fan – it’s harder than I thought” – Toni Kroos
Coca-Cola Zero Sugar aimed to boost consumption and emotional connection during Euro2024. Despite being the fastest-growing variant in the Coca-Cola TM portfolio, we faced intense competition from rivals winning over young, sugar-conscious fans with trial-driving tactics and entertainment-driven relevance.
Euro2024 offered a unique stage to captivate millions of passionate football fans across Europe. The tournament’s unpredictability allowed us to immerse Coca-Cola Zero Sugar into the emotional journey of fans, whose match-day rituals helped them cope with the tension, especially as they engaged with four times more content on their phones during matches.
Within a broader end-to-end campaign, we needed a standout partner to engage the most passionate fans across all participating nations, cutting through the noise and making an impact. We partnered with OneFootball, Europe’s leading football platform with 77 million monthly users across its app and ecosystem.
Insight led us to talent-led content as the most effective way to engage fans. Our objective was to create unforgettable, engaging content that placed Coca-Cola Zero Sugar at the heart of fans’ match-day rituals, building lasting emotional connections across multiple markets by turning our brand into a companion that rewards their belief and passion.
Our answer: Toni Kroos We needed to break through the noise, stand out in a crowded market, and drive brand relevance—and we did so with staggering results.
