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Rugby fans will be able to get their hands on one of one million Coca-Cola rugby balls in the brand’s Rugby World Cup campaign this year.
Customers can win by entering the 10-digit code found on 1.25l, 1.75l, 4×1.5l packs and multipacks of six and 8x330ml online. The brand said this drive is its biggest-ever rugby on-pack promotion to date.
The promotion will be supported by TV and out-of-home advertising. The ads will reflect the brand’s new strategy and feature all four Coca-Cola varieties with a focus on Coca-Cola Zero.
As official soft drink, water and sport drinks supplier of Rugby World Cup 2015, the brand will also put on hundreds of free, rugby-inspired events in six cities across the country this summer as part of its ParkLives programme.
It is also working with its charity partner StreetGames to put on pop-up street rugby sessions in every host city during the promotion.
CCE kicked off the activity in London last week with rugby legends Mike Tindall, Thom Evans, Emily Scarratt and Natasha Hunt encouraging consumers to give the game a try.