Coca-Cola European Partners (CCEP) is kicking off activity ahead of the 2018 FIFA World Cup with a new on-pack promotion across its Coca-Cola portfolio, which is designed to appeal to the 14 million people expected to tune in for each game.

Coca-Cola’s new promotion with the sports game, EA SportsFIFA 18, will see unique codes printed on promotional packs of Coca-Cola Classic and Coca-Cola Zero Sugar until 17 June.

Consumers can enter the code online to unlock exclusive in-game content within FIFA 18 for the Xbox One and PlayStation4 consoles and be in with the chance of winning a rare player and Coca-Cola jersey for their team.

Promotional packs will be available on Coca-Cola Classic and Coca-Cola Zero Sugar 330ml cans and 500ml PET bottles, which will also be available in a PMP format.

The promotion will be supported by a £2.5m marketing campaign that includes POS, digital, social and out-of-home advertising.

Simon Harrison, customer marketing director at Coca-Cola European Partners, said: “89% of consumers watched the 2016 UEFA Euros at home and 33% consumed soft drinks during matches, Our latest promotion is designed to capture the excitement of the nation ahead of the 2018 FIFA World Cup by partnering with the world’s biggest sporting game and helping retailers build their soft drink sales by appealing to the many football fans in Great Britain.”