Coca-Cola European Partners (CCEP) has launched a new on-pack promotion with EA Sports to help retailers drive sales ahead of the FIFA World Cup.

Customers will be given the chance to win in-game prizes on FIFA 18 and Coca-Cola jersey for their team by entering codes on Xbox One or PlayStation 4.

Promotional packs will be available on Coca-Cola Classic and Coca-Cola Zero Sugar 330ml cans and 500ml bottles, and will also run across its PMPs.

The promotion will be supported by a £2.5m campaign that includes POS, digital, social and outdoor advertising.

More: For more advice on how you can expand on your soft drink category, click here.