Coca-Cola: Kickstarting Malaysian fans' football dreams

Coca-Cola, a soft drink, increased its popularity and consumption in Malaysia by tapping into the popularity of sports, particularly the English Premier League (EPL) football tournament.

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...

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