Launch Communication
Thirsty’s Fan HQ is Now Open
Last week, Coca-Cola Southwest Beverages teased the introduction of Thirsty’s Fan HQ, a new Coca-Cola football experience built to celebrate the passion, rituals and work fans put in for the teams they love.
Inspired by the places that bring people together – and where Coca-Cola has been showing up for over a century – Thirsty's Fan HQ is part football fan headquarters, part classic diner, with fans at the center of the experience.
Beginning August 28, fans will step inside an experience filled with Coca-Cola refreshments, interactive ways to show off their fandom, and details inspired by the teams and communities we’re joining throughout the season.
Fan Special:
Ice Cold Coca-Cola
Cool off with your choice of refreshing Coca-Cola or Coca-Cola Zero Sugar.
Welcome to Thirsty’s!
At each stop, Thirsty’s will transform into the Official Fan HQ of that team. From the signage out front and the merchandise lining the walls, to the jukebox playing songs synonymous with the team and the team-customized koozies for Coca-Cola samples, every detail will feel true to the local fan experience, as if the space were designed by the fans themselves.
The Fan Experience
At Thirsty’s, refreshing your fandom comes with something to show for it!
Fans will first “snag a seat” by registering for Thirsty’s through the website, creating a seamless way to guide them through the experience while also helping us collect meaningful first-party data through our partnership with Distinct.
From there, fans can test their team knowledge with trivia, step into the photo booth, pick up the phone to hear iconic speeches from team history, explore memorabilia, and refuel with an ice-cold Coca-Cola.
Onsite, fans can unlock their choice of custom Coca-Cola x Team merch, including a bucket hat or crew socks.
From there, they can make it their own with team-specific patches pressed onsite and served up Thirsty’s-style when their order is ready.
Collectible pins, temporary tattoos and other customized details give fans even more ways to show off their fandom and take a piece of Thirsty’s home.
At each stop, surprise and delight appearances from team legends, mascots, cheerleaders, and more will create moments everyone will talk and post about.
Fan Special:
Ice Cold Coca-Cola
Cool off with your choice of refreshing Coca-Cola or Coca-Cola Zero Sugar.
Beyond the Footprint
Fans can discover Thirsty’s online and follow @ThirstysFanHQ
Throughout the season, our bespoke storytelling and fan-driven content on social will help extend Thirsty’s into the online communities of each team’s fans. We’ll highlight the fan work that shapes each team, the rituals only a diehard would know, and create a community that feels curated by the fan in all of us.
Read All About It…
To pre-promote each stop in a disruptive way, we’ll also lean into the nostalgia of traditional newspapers with custom Thirsty’s Times, created in collaboration with local newspapers and media partners and distributed both in-market ahead of each stop and onsite at Thirsty’s.
