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Coca-Cola bottles Premier League matchday anticipation with ‘Guess The Goals’ campaign
Coca-Cola, in partnership with the Premier League, has launched Guess The Goals – a national promotion built around one of football fandom’s most instinctive matchday rituals: predicting goals before the weekend matches kick off.
The campaign, from creative agency Ear to the Ground, invites fans across Great Britain and Ireland to scan custom-designed Coca-Cola cans each match week and guess the total number of goals scored across the fixtures. By turning pre-match speculation into a rewarding experience, Coca-Cola is embedding itself in the optimism, excitement and shared debate that defines matchday culture.
Developed using Ear to the Ground’s proprietary Fan Intelligence® model, Guess the Goals builds on an existing matchday ritual, tapping into how fans already predict, debate and imagine the weekend ahead, and transforming that anticipation into a positive, shared brand experience that fans return to week after week. Weekly prizes of up to 1,000 official Premier League PUMA footballs will reinforce Coca-Cola’s deep connection to the game.
“Football fans don’t just show up at kick-off – the excitement starts much earlier, in the build-up, the predictions and the conversations that happen all week,” said Elodie Peribere, Senior Marketing Director at Coca-Cola. “Guess The Goals makes us part of that anticipation in a way that feels natural, playful and rewarding. It’s about celebrating the optimism of matchday and giving fans something to engage with before a ball is even kicked.”
Guess the Goals launched with a hero film bringing together four culturally relevant and credible voices – PDC World Champion Luke Littler, England international James Maddison, BAFTA-winning actress Jasmine Jobson and content creator John Nellis – reflecting the breadth of contemporary football fandom and the wider culture that surrounds the game.
Activity extends across BVOD, cinema and social, influence and shopper, with tailored content created in collaboration with talent and creators to ensure cultural authenticity, audience relevance and consistent brand storytelling throughout the Premier League matchweek build-up.
The 360 campaign was developed by Ear to the Ground, VML Live, VML Shopper, M&C Saatchi and MESH.
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