Coca-Cola launches on-pack QR codes aimed at gamers

COCA-COLA has announced the launch of a new on-pack promotion for its Coca-Cola Zero Sugar range.

It will look to tap into young adults’ passion for gaming to recruit a new generation of consumers to the drink.

Gaming fans will be able to scan QR codes on promotional packs for a chance to access instant wins and to enter weekly prize draws – with a host of prizes, including Xbox Game Passes and exclusive Coca-Cola branded HyperX headsets.

Martin Attock, vice president of commercial development at Coca-Cola Europacific Partners GB, said, “There are more than 35 million gamers in the UK, 71% of whom regularly consume soft drinks while they play, so bringing together GB’s fastest-growing cola brand in retail with a huge part of the entertainment industry is a perfect partnership.

“We’d therefore encourage retailers to get behind this campaign in-store to benefit from the growth momentum behind the Coca-Cola Zero Sugar brand, which is worth more than £333 million in retail and growing by 12%.”