Coca-Cola is making "everyday people" the stars of its new multi-million pound campaign designed to celebrate its three-and-a-half-year partnership with the EPL, according to Erin Lyons of MARKETING WEEK. The EPL deal is Coke's biggest sports sponsorship in the U.K. It is "also part of the company’s wider plan to boost growth beyond its core brand and increase sales of its healthier variants" -- Diet Coke and Coke Zero Sugar. The campaign, "Where Everyone Plays," tells the story of football fans -- from groundskeepers to general spectators -- from all 20 EPL clubs and "how they not only watch the game but make the competition what it is today." The 90-second spot, created by M&C Saatchi, is soundtracked by Yazoo's "Only You" and features cameos from ManU's Jesse Lingard, former EPL player Jermaine Jenas and "more than 250 real supporters." It will "first air on TV" on Friday. Other activations include a nationwide EPL Trophy Tour that will take place during March and April, as well as an on-pack promotion offering one fan the chance to be his or her club’s "12th player." The "Be the 12th" campaign will run across Coca-Cola original, Coke Zero Sugar and Diet Coke from February. The campaign will also be supported through media partnerships with Talksport and Joe.co.uk and in digital (MARKETING WEEK, 2/7). THE DRUM's Rebecca Stewart reported Stacy Wall, who directed the ad, said, "I see the ad as an authentic and compelling love letter to all the fans of the Premier League on behalf of Coca-Cola" (THE DRUM, 2/7).
