Football fandom is basically a full-body emotion cycle: the pre-season “this is our year” optimism, the match-day nerves, the group chat spirals, and the end-of-season either-or of heartbreak or euphoria. Fans do not just watch the Premier League, they live inside it.
Coca-Cola Zero Sugar is trying to bottle that feeling. The brand’s newest Premier League work leans into rituals and emotional swings, using music and story (not just match highlights) to sit closer to how fans experience a season. The company shared the details in an official announcement.
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Why Coca-Cola is turning match-day emotions into music
Coca-Cola’s creative bet here is that the most “shareable” part of football culture is not the scoreline, it’s the feeling of being a fan. That includes the routines people repeat every week, and the identity piece of belonging to a club even when it is stressful.
That is why pairing with Central Cee makes sense on a culture level. He sits at the intersection of music, fashion, and youth culture, and the campaign also plays into his personal connection to football. For younger audiences especially, the crossover matters because football, music, and style are not separate lanes. They are one feed.
The result is an original track titled “The team”, produced by P-rallel, built to mirror the highs and lows across a full Premier League season.
The beverage giant kicks off a multi-phase global effort with music, nostalgia, and immersive activations
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What the “Taste every second” campaign includes
Coca-Cola Zero Sugar’s new Premier League push is called “Taste every second”, and the song “The team” is positioned as the soundtrack. The track released on streaming platforms on 18 August under Central Cee’s Live Yours label, Columbia Records, and Coca-Cola’s Real Thing Records (a music label Coca-Cola launched in 2025 as it moved deeper into music and entertainment).
The campaign also includes a two-minute film that follows fans through the season arc, from pre-season anticipation through tension and drama to the final day.
Notably, this approach keeps the brand’s role closer to how fandom actually works: people replay feelings. They replay moments. They replay songs. A soundtrack is a repeatable object in a way a single match highlight is not.
How retail and collectibles fit into the fan ritual
Coca-Cola is also extending “Taste every second” into retail and fan activations throughout the season, with limited-edition packs at selected retailers from August.
Those packs include QR codes that unlock football-related prizes, custom items, and collectibles. That matters because modern fandom is increasingly “participation-based”. Fans do not only watch. They collect, scan, trade, post, and show proof that they were part of the moment.
The QR mechanic is doing more than moving product. It is trying to create a small ritual that fits beside other fan routines, like checking team news, wearing the lucky shirt, or refreshing scores on the way home.
What this means for marketers
The interesting signal here is not just “brand uses celebrity”. It is a brand trying to earn attention by respecting how communities actually feel and behave around the thing they love.
- Emotion beats gameplay for brand storytelling
By focusing on the season-long emotional journey, the work positions Coca-Cola as a companion to fandom, not a commentator on sport. That is a different kind of relevance. - A soundtrack is a durable brand asset
A song can travel across streaming platforms, short-form clips, and fan edits. It gives the campaign a repeatable “object” that people can keep returning to, even outside match days. - Retail becomes a participation layer, not just distribution
Limited-edition packs plus QR-based prizes and collectibles turn buying into a fan action. For marketers, that is a practical way to connect mass retail to culture without forcing people into an app-first experience. - The talent choice works best when it reflects the audience’s overlaps
Central Cee’s crossover across music, fashion, and youth culture matches how many fans experience football as a lifestyle identity. The campaign relies on that overlap feeling natural. - Owning a creative platform can reduce dependency over time
Coca-Cola’s Real Thing Records (launched in 2025) signals an intent to build infrastructure around music, not just rent it campaign by campaign. For brands that repeatedly show up in entertainment spaces, that kind of continuity can compound.
Ultimately, “Taste every second” reads like a move toward fandom-first branding: less about inserting a logo into sport, more about joining the emotional cadence of a season.
For brand teams, the bigger lesson is that communities do not want ads that explain what they already know. They want work that recognises their rituals and gives them something to replay, collect, and use as social currency.
When that happens, the marketing stops feeling like an interruption and starts feeling like part of the culture people are already living in.
This article is created by humans with AI assistance, powered by ContentGrow. Ready to automate your content marketing?Book a discovery call today.
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