As you can see Coca Cola, as the official partner of the World Championships in Russia, put a lot of emphasis on the display of your drinks in stores.

Instant Win promotions are the most sought-after type of promotion by Shoppers.

When the customer decides to buy a promotional product, it's best practice when he immediately knows what the bonus is, and even better if he gets it right here and now.

19/06/2018, the absolute peak of Polish fans engagement and two different approaches of beverage companies at the level of shopper communication. Coca Cola has been consistently building it around the World Championships for over 1.5 months, recently adding pallet displays to TV and game consoles and very extensive, backlight POS materials. Meanwhile, Pepsi, after a very big "football offensive" just before the Championships, came back to promote a new variant of "Pepsi lime". Of course, we're talking about what the shopper sees. The reason for this may be: a conscious marketing decision or the prosaic depletion of "football" POS materials after an intense campaign in May. From the marketing pespective, Pepsi won the qualifiers, and Coca Cola, consistently spreading the "football" accents for the action lasting two months, became the "Master" of the finals.

This time, Pepsi wins 2-0. Its exhibition was set in a "promotional avenue" at the entrance to the hypermarket, and Coca Cola landed in the farthest corner, for drinks which means that statistically 100% buyers will pass Pepsi's exhibition, and only around 15-20% with CC.