As official soft drink, water and sport drinks supplier of Rugby World Cup 2015, Coca-Cola is kicking off its activity by releasing an inspirational film featuring two Rugby World Cup winners; 2003 England hero Jason Robinson and Natasha Hunt, part of the victorious 2014 England Women’s Rugby World Cup side. Shot in a variety of settings far removed from those traditionally associated with the game – including Brighton Beach and Mile End Skate Park – the film sees Robinson and Hunt explore the magic of the rugby ball to demonstrate how anyone can pick up a ball and play.
At the heart of the campaign will be Coca-Cola’s biggest ever rugby on-pack promotion, giving consumers across Great Britain the chance to win one of up to one million exclusive Rugby World Cup 2015 Coca-Cola Gilbert replica rugby balls. The size four limited-edition rugby balls are great for everyone, from beginners to rugby fans, from families to friends, and perfect for playing in the park.
To be in with a chance of winning, consumers will need to look out for a promotional pack (across all four Coca-Cola variants on 1.25l, 1.75l, 4 x 1.5l, and 6 and 8 packs of 330ml cans) and enter the 10 digit unique code at www.winaball.co.uk to find out instantly if they are a winner.
To support the on-pack promotion and ahead of rugby fever gripping the nation later this year, a TVC will roll out to support the campaign in the coming weeks and run alongside out of home advertising. Both will reflect the new one brand strategy, with Coca-Cola Zero leading a campaign that will feature all four Coca-Cola variants. This will make Rugby World Cup 2015 the first time that Coca-Cola’s sponsorship of a major international sporting event will promote all four variants and lead with a no-sugar option.
Alongside the ball giveaway, the brand will be putting on hundreds of free, rugby-inspired activity sessions in six cities across the country throughout the summer as part of its ParkLives programme. From touch, tag, rugby-fit and even rugby-inspired dance classes dancing, ParkLives will be offering sessions for everyone.
Away from parks and green spaces, Coca-Cola is also working with its charity partner StreetGames to put on pop up street rugby sessions in every host city for the Tournament. Through the sessions which will be put on through StreetGames doorstep sport programme, the partnership hopes to engage a wider audience with rugby.
Jason Robinson commented: “Anyone can get active and have fun with a rugby ball, without playing full contact or even knowing any rules of the game. It’s great that Coca-Cola will be putting rugby balls into the hands of people all over the country, and I really enjoyed taking part in the shoot in Newham and introducing some teenagers to the sport. I hope our video will inspire many more people to get active and give rugby a try.”
Natasha Hunt commented: “Since our Rugby World Cup win last year it’s been great to see so many more women taking an interest in rugby, but I’d love to see more get involved with the sport. I hope Coca-Cola’s campaign inspires women and girls all over the country to pick up a ball and give it a try.”
Paul Dwan, General Manager of Coca-Cola's Rugby World Cup 2015 team, commented: “We want to use our sponsorship to help take the sport of rugby to an even wider audience, hopefully inspiring people to get involved in the Tournament and have some fun. Our biggest ever rugby on-pack promotion will put up to one million balls into the hands of consumers across the country, giving them the opportunity to try the sport like never before – whether that’s through our ParkLives programme, partnership with StreetGames or in the garden or park with family and friends.”
The Coca-Cola Company and Rugby World Cup 2015
• The Coca-Cola Company is the official soft drinks provider of Rugby World Cup 2015.
• glaceau smartwater is the official water supplier of Rugby World Cup 2015.
• Powerade is the official sports drink of Rugby World Cup 2015.
Coca-Cola Great Britain
Coca-Cola Great Britain is responsible for marketing 19 brands and over 100 products to consumers across Great Britain. Led by Coca-Cola, one of the world's most valuable and recognisable brands, our company portfolio includes Fanta, Sprite, Dr Pepper, Oasis, glaceau vitaminwater, glaceau smartwater, Schweppes, 5 Alive, Lilt, Kia Ora and Powerade. For more information about Coca-Cola in Great Britain, please visit our website at www.coca-cola.co.uk
ParkLives is a key part of Coca-Cola Great Britain’s commitment to help get one million people active by 2020. The ParkLives programme currently runs in six cities across the UK in Manchester, Glasgow, Nottingham, Newcastle, Birmingham and in Newham, London. To find out more about the activities and sessions on offer visit: www.parklives.com
Coca-Cola Great Britain is proud to have supported StreetGames since 2010 and through the partnership 165,000 young people have been helped to access sport on their doorstep. Through 200 neighbourhood and multi-sport festivals almost 55,000 young people have been reached.
StreetGames (www.streetgames.org) is an award-winning national sports charity launched in 2007. A national partner of Sport England and a national centre of expertise for developing sport in disadvantaged communities, the charity helps to make sport accessible to all young people, regardless of their income or social circumstances. It does this by supporting and establishing local projects around the UK that deliver doorstep sport, i.e. positive activities and sport provided to young people when they want it, where they want it and how they want it. Over 2.4 million attendances have already been generated by StreetGames projects.