Coca-Cola kicks off Rugby World Cup sponsorship with Coke Zero

 

In line with Coca-Cola's "one brand strategy", all cola variants will feature in the campaign but Coke Zero will be the 'heroed' product - the first time the company has put a no sugar variant in the forefront of a sports sponsorship campaign. 

The campaign will comprise TV, OOH, and on pack promotions that will see it give away up to one million Rugby World Cup 2015 Coca-Cola Gilbert replica rugby balls. 

The brand will roll out "hundreds" of free, rugby-inspired events across the country throughout the summer including touch, tag, rugby-fit and rugby-inspired dance classes. It has also partnered with charity StreetGames to put on pop up rugby sessions.