Coca-Cola’s Elodie Peribere on the changing behaviour of fans and how brands must adapt
Football fandom is changing. As younger audiences move away from 90-minute matches and toward digital, multi-screen experiences, brands are rethinking how they connect with supporters. For Coca-Cola, that shift has led to one of its most culturally relevant campaigns yet, centred on Fantasy Football and the Premier League.
Football as a cultural heartbeat
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