• by Fern Siegel , 2 hours ago

Coca-Cola is celebrating fandom wherever it happens.

New iterations of “Fan Work Is Thirsty Work” from WPP Open X, led by VML, is intense.

The campaign covers limited-time team packaging, a 74-stop tour to partner school campuses during college-football season, a 15- and 30-second spot and a first integration with Yahoo! Sports College Fantasy Football.

Promotional packaging across Coca-Cola products will include 13 college and 12 professional football teams in select markets.

“Fan Work” spans TV, social, digital, experiential, retail and commerce.

The high-energy "Scream" ad highlights football engagement in both traditional and nontraditional venues. Real fans from Coca-Cola partner schools will be featured during key matchups.

Hockey-focused activations in Canada and select U.S. markets are also part of the package.