COCA-COLA x EPL

THE CHALLENGE

Coca-Cola wanted to create a transaction-driving Premier League campaign that would engage younger football fans and make the brand’s partnership feel more participatory.

THE STRATEGIC MOVE

Reframe the promotion from a prize mechanic into a weekly fan ritual using football predictions, creator culture and talent crossovers to make participation feel current, social and fan-first.

THE WORK

The campaign centred on a weekly “Guess the Goals” challenge across cinema, OOH and social. I developed the strategic direction for how Coca-Cola could show up within modern football fandom, where creators, athletes, entertainers and adjacent sporting talent increasingly overlap.

This helped shape a creator-led approach that gave Coca-Cola a blueprint for activating football culture beyond traditional sponsorship assets. The work included integrating football creator John Nellis into the campaign with creative autonomy, using Luke Littler’s crossover appeal and connection with James Maddison and Jasmine Jobson’s passion for Arsenal to make the mixing of worlds feel credible rather than forced.

THE IMPACT

The campaign delivered weekly entries that were 5x higher than Coca-Cola’s typical GB NCP campaigns.

THE ROLE I PLAYED

Led the campaign strategy from brief to sign-off, working closely with creative and talent teams to shape the proposition, fan engagement mechanic and creative direction.