Coca-Cola Europacific Partners (CCEP) has refreshed its 500ml Coca-Cola 'Supercan' range and launched 'The Club', a proprietary digital shopper loyalty platform designed to drive category velocity and repeat purchasing across UK grocery and convenience channels.
Timed to align with the return of the Premier League season, the rollout forms part of Coca-Cola's 'Taste Every Second' campaign and builds upon the 'Superfan' promotion running from 1 August through 31 October 2026. As the Official Soft Drinks Partner of the Premier League, CCEP is utilising the 500ml Supercan format to offer double points within the loyalty app, establishing a direct rewards mechanism to boost impulse purchases and footfall for stockists.
Positioned at a recommended retail price (RRP) of £1.95, each promotional Supercan features a unique code beneath the ring-pull alongside an on-pack QR code. Consumers scanning the code through the Coca-Cola mobile application join 'The Club', where they collect points to redeem against a tiered prize pool.
Purchasing the 500ml Supercan format yields double the points of standard 500ml Coca-Cola packs, accelerating progress toward instantly redeemable draws or saved high-value rewards. The promotional prize pool includes VIP stadium tours, Premier League hospitality tickets, pitch access events, match viewings with club legends, Sky Sports packages, digital vouchers, and branded merchandise.
Supercan Portfolio and Flavour Lineup
The promotional 500ml Supercan format spans four primary brand variants across CCEP's core carbonated soft drinks portfolio, marking the first time the Cherry variant has entered the Supercan configuration:
🔴 Coca-Cola Original Taste: The core flagship cola formulation packaged in the 500ml Supercan format.
🖤 Coca-Cola Zero Sugar: The zero-calorie variant participating across the rewards framework.
⚪ Diet Coke: The established low-calorie SKU integrated into the seasonal football campaign.
🍒 Coca-Cola Cherry: Debuting in the 500ml Supercan format for the first time to expand flavour choice.
Loyalty and In-Store Merchandising
Beyond the initial Premier League campaign, 'The Club' has been developed as a long-term digital architecture to anchor future seasonal activations, sporting partnerships, and brand promotions across the CCEP portfolio.
To support store-level execution, the 500ml Supercan packaging features updated graphics inspired by football culture and fan murals, incorporating visual elements including boots, balls, gloves, scarves, and trophies. Retailers can access free point-of-sale (POS) materials via CCEP's trade portal, MyCCEP.com, to build secondary display units and highlight the campaign.
Rob Yeomans, Vice-President of Commercial Development at CCEP GB, stated that bringing promotional rewards into a single platform creates a scalable mechanic across multiple campaigns, noting that cola remains the primary soft drink category consumed during live sporting events.
Following the conclusion of the 'Taste Every Second' campaign in October, the 500ml Supercan will remain a permanent feature within Coca-Cola's core range, supporting ongoing demand for larger single-serve packaging across convenience and impulse channels.
