Coca-Cola introduces new zero sugar on-pack promotion for UEFA EURO 2024

EUROPE – As an official partner of UEFA EURO 2024, Coca-Cola has launched new packaging of its Zero Sugar format in the run-up to the tournament.

This initiative includes an on-pack promotion offering consumers the chance to win football-related prizes. The limited-edition packs feature QR codes with four distinct football fan designs, which customers can scan to participate.

The five-week campaign, starting on June 10, encompasses a variety of products, including 2-litre, 1.25-litre, and 500ml polyethylene terephthalate (PET) bottles, 330ml cans, 24 multipack cans, and 330ml glass icon bottles of Coca-Cola Zero Sugar.

Scanning the QR codes redirects consumers to the Coke App, where they can enter a prize draw. Prizes include Adidas training tops, official UEFA EURO 2024 merchandise such as branded footballs and cups, and a VIP final fan fest experience at BOXPARK for the tournament’s final match.

This promotion follows Coca-Cola’s previous ‘Endless Summer’ campaign, which featured Coca-Cola Original Taste and Coca-Cola Zero Sugar single and multipacks.

Rob Yeomans, Vice-President of Commercial Development at Coca-Cola Europacific Partners (CCEP) GB, emphasized the importance of this promotion, stating, “Within retail, our large PET bottles and multipacks of cans are a must-stock to cater for increased at-home social occasions during the tournament and throughout the summer.

“We encourage retailers to embrace football fever with in-store cross-category displays, football-themed decor, and by supporting promotions like our Coca-Cola Zero Sugar UEFA EURO 2024 on-pack promotion.”

CCEP halts water extraction in Perth Hills

In a separate development, Coca-Cola Europacific Partners (CCEP) has voluntarily ceased extracting water from a bore in Australia’s Perth Hills due to community concerns and low aquifer levels.

The company conducted an independent detailed source vulnerability assessment of its operations in Perth Hills, which draws water from ground reserves.

The review, conducted in response to community concerns, found no impact from CCEP’s operations on local neighboring properties and did not recommend halting water extraction.

However, a CCEP spokesperson explained, “Based on current and predicted rainfall, measured water table levels compared to historical fluctuations, and our sustainable water management framework, we are voluntarily ceasing water extraction at Karragullen until we see the aquifer replenishment return to an appropriate level.

“We acknowledge the dry conditions the region is experiencing and are committed to reducing our environmental impact.”

CCEP claims that the groundwater extracted in the local catchment is minor compared to other users’ extractions from the same area.

Western Australia’s Minister for Water, Simone McGurk, announced plans to increase government monitoring of water levels and make the data publicly available.

McGurk noted that the region’s fractured rock makes determining the impact of water extraction by individual users difficult. She added that CCEP has started sharing its monitoring data with the government, acknowledging the impact of particularly hot and dry summers on water levels.

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