Coca-Cola Kicks Off Rugby World Cup Sponsorship With Coke Zero Front And Center

Coca-Cola has kicked off its sponsorship of the Rugby World Cup, which will see the brand "lead activity" with Coke Zero, "the first time it has ever led a sports deal with a no sugar drink," according to Sara Spary of MARKETING MAGAZINE. 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 1 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. It has also released an "inspirational film" featuring two Rugby World Cup winners: '03 England player Jason Robinson and Natasha Hunt, part of the 2014 England Women's Rugby World Cup side (MARKETING MAGAZINE, 7/20).