In the face of uncertainty, fans adopt rituals to influence their team’s fate, becoming part of an enhanced experience.
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.
Our Answer: OneFootball, Europe’s leading football platform with 77 million monthly users and a perfect target audience across its app and wider football ecosystem.
Together our objective was simple: be ever present with unforgettable, engaging moments that places Coca-Cola Zero Sugar at the heart of fans’ match-day rituals, building lasting emotional connections by turning our brand into a companion that rewards their belief and passion.
We needed to break through the noise, stand out in a crowded market, and drive brand relevance—and did so with staggering results.
