Coca-Cola: e-Euro 2020

Coca-Cola, a soft drink brand, increased revenue by leveraging esports in Turkey.

Campaign details

Brand: Coca-ColaAgency: Carat TurkeyRegion: EMEA

Strategy

Objective

Our strategic objective was to increase consumption occasions during the COVID-19 pandemic when occasions were limited due to the cancellation of live-events. Coca-Cola wanted to be part of energizing and collective fun moments of consumers by partnering larger-than-life sporting and newly emerged gaming events. During the pandemic, live sporting events were postponed and Euro 2020, the hotly anticipated sporting event for which Coke was one of the partners, was cancelled. On the other hand, esports further increased in popularity, not only among younger people, but also...

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