Coca-Cola spotlights hockey fans in latest marketing campaign

Coca-Cola has launched its latest marketing campaign, highlighting hockey fans. 

The made-in-Canada campaign, "Fan Work is Thirsty Work", was designed to engage with hockey fans nationwide. 

The commercial element “follows a lone fan’s determination to start a  wave, uniting an entire arena in celebration just in time for a game-winning goal, capturing the energy and passion of Canada’s hockey fans,” notes a press release. 

The commercial was created by WPP Open X, led by TAXI and directed by filmmaker Ivan Grbovic. 

The campaign is also utilizing fan-based activations, including fans having their faces printed on cans and the “Fan Grab” machine, which gives participants a chance to win prizes like Coca-Cola Zero Sugar and Montreal Canadiens merch. These activations are located in and outside of stadiums in Toronto, Montreal, Calgary, Winnipeg and Ottawa. 

The campaign also includes local, team-specific advertising, digital contests and shopping integrations, all focusing on the fan experience.