The Summary Statement
Sports marketing may be a common approach for most beverage brands in the market to target the youths but Coca-Cola does it differently from the rest. Instead of relying on a conventional sponsorship by associating its brand, logo or EPL name and image rights on its promotional material, Coca-Cola took it a step further by adding more value to the entire football experience. We staged a complete hijack of the Malaysian youths attention during the EPL at every single touch point they experienced on-air, online and on-ground. Coca-Cola took centre stage and conquered all football conversations on...