Coca-Cola Europacific Partners (CCEP) has announced a new on-pack promotion to run across its Coca-Cola Zero Sugar range, aimed at young adults who like gaming.

From 14 February to 25 April, shoppers can scan QR codes on promotional packs of Coca-Cola Zero Sugar.

They will then have the chance to access instant wins and to enter weekly prize draws. Prizes up for grabs include Xbox Game Passes for PC and exclusive Coke-branded HyperX headsets.

The promotion will run across the entire Zero Sugar range, including Cherry and Vanilla variants, as well as across on-the-go and take-home formats.

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CCEP will support the promotion with a multi-million-pound marketing campaign entitled ‘Real Thrills, Real Magic’. The campaign includes paid social media, out-of-home and digital advertising, alongside a new online advert featuring the popular game League of Legends.

Retailers can also request ‘Real Magic’ PoS materials from my.ccep.com.

Martin Attock, Vice President of Commercial Development at CCEP GB, said: “There are more than 35 million gamers in the UK, 71% of whom regularly consume soft drinks while they play, so bringing together GB’s fastest-growing cola brand in retail with a huge part of the entertainment industry is a perfect partnership.

“We’d therefore encourage retailers to get behind this campaign in-store to benefit from the growth momentum behind the Coca-Cola Zero Sugar brand, which is worth more than £333 million in retail and growing by 12%.”

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