Coca-Cola Euro 2016

Scoring big at UEFA Euro 2016

How we helped Coca-Cola bring together football fans from across Europe to share the spectacle of UEFA Euro 2016.

THE CHALLENGE

Every four years, when the UEFA European Championships roll around, it’s not just a showcase for the cream of European football, it’s an opportunity for some of the world’s biggest brands to reach large audiences across the continent. Coca-Cola secured their sponsorship of the tournament long before the event kicked off and needed an impactful campaign identity to support their ambition – to become the most recognisable non-apparel sponsor and the most talked about brand during the games. They turned to us to help them develop a visual identity that would appeal to fans from all participating countries, each with their own unique cultural identity.

THE INSIGHT

UEFA Euro 2016 brings all sorts of football fans together – from casual followers to diehard supporters. Our identity focuses on bringing these fans together for the love of the game, and clearly positions Coca-Cola at the heart of it all.

The sparks represent direction, movement and energy – all essential ingredients of a tournament of this scale, but they also allow the identity to flex, using colour to adapt to different territories, markets or matches.

We applied the new identity to the core packaging to create an iconic, memorable and collectable range, with special limited edition aluminium bottles featuring the flags of the qualifying nations.

To ensure consistency across all touchpoints we created an extensive visual identity system that covered all participating markets, with a flexible palette of assets to meet each country’s needs. We designed this system to work across merchandise, TV idents and in-ground activation to ensure the brand experience was maximised from store to stadium.

Coca-Cola is at the heart of the game. It welcomes us in, unites us and refreshes us. It’s a catalyst, inspiring us to join together and share an amazing UEFA Euro 2016.

KRISTA WEBB CARNEY | HEAD OF DESIGN FOR WESTERN EUROPE, COCA-COLA

THE IMPACT

It’s been a great tournament for bringing Europe together with Coca-Cola at the heart of the excitement and we’re looking forward to seeing how our visual scheme scored with fans. Hopefully it will have performed better than the England squad...

Put simply, we wanted an identity that would work across every touchpoint to see Coca-Cola become the most recognisable non-apparel sponsor, and most talked about brand during the games. The identity not only had to communicate football and flex across markets, but most importantly, needed to have product at its heart, and it’s here where we’ve been able to deliver a great identity working together with Elmwood. I’m excited to see such a dynamic identity system come to life and help to tell our story.

KRISTA WEBB CARNEY | HEAD OF DESIGN FOR WESTERN EUROPE, COCA-COLA