Coca-Cola is one of the most famous logos in the world. For over 100 years, it has held a place in hearts and minds across the globe. We were tasked with helping change and increase the famous brands cultural relevance.

To help create this cultural shift, Coca-Cola invested in a three-year sponsorship of one of Britain’s greatest loves: the Premier League. 

We were tasked with developing a bold and distinctive creative platform for the sponsorship; one that would cut through the clutter of other big name sponsors and regain Coca-Cola’s cultural leadership.  


STRATEGY

We immediately saw the synergies between the Premier League (the most popular league) and Coca-Cola (the most popular drink after water). Both felt big, collective and diverse, bringing together unlikely people to share in something great. Looking at both the brand and the league, it was easy to see that all the differences they encompass created something magical.

That’s when we hit upon the idea of ‘We’. When fans talk about their teams they say ‘we played well today’, as if they themselves were part of the game. This chimed well with the democracy and accessibility of the Coca-Cola brand, leading us to the idea.

IDEA: Where Everyone Plays

CREATIVE & DELIVERY

'Where Everyone Plays' became our creative platform: a celebration of the fans, players, grounds staff and stewards that make the Premier League so special.

To live up to our ambition of cultural leadership, we knew we had to go big in media. We launched with a 90” TVC in prime time TV, telling the stories of the fans from all 20 clubs, set to ‘Only You’ by Yazoo.

The TVC set our ambition for the partnership but we didn’t stop there. Implemented through ‘Where Everyone Plays’, we tackled barriers within the sport – including access to training and safe pitches in underprivileged areas and homophobia within the game – striving for a genuine level playing field where everyone can play.

Our programme of brand activity ran across all communications: from matchday events and promotions, to on-pack and grass-roots activation, social, PR and influencer marketing. 



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Coca-Cola - Where Everyone Plays

Coca-Cola is one of the most famous logos in the world. For over 100 years, it has held a place in hearts and minds across the globe. We were tasked with helping change and increase the famous brands cultural relevance.

Feel free to get in touch

We'd love to chat

M&C Saatchi

020 7543 4500 lydia.smith@mcsaatchi.com