In 2026 Dig In put 2,395,000 Coca-Cola products into UK students’ hands, through Freshers Welcome Bags, January Refreshers Bags and Live Activations. Seven surveys, run from 21 January to 10 September, collected 8,225 responses. 89.9% of students surveyed were likely to buy Coca-Cola Original and Zero Sugar (n=3,019). Across five Coca-Cola products, likely to buy ranged from 69.7% to 89.9%. The surveys also showed zero sugar is the student default: 51.0% prefer zero or reduced sugar (n=3,393).
The brief
Coca-Cola wanted to be in the first shop of students setting up on their own, across more than one product. It also wanted to learn which products and occasions win students, from a sample large enough to trust.
What we did
We put Coca-Cola products into students’ hands at three points in the year: the Freshers Welcome Bag in September, the January Refreshers Bag, and drops into halls of residence. Each campaign carried a survey through mydigin.com, which is printed on every bag. Students answered after they had tried the product. One survey programme covered all of it, so Coca-Cola could compare products on the same questions.
The result
2,395,000
Coca-Cola products into students’ hands, units distributed across Freshers, Refreshers and Live Activations, 2026
89.9%
likely to buy Coca-Cola Original and Zero Sugar, n=3,019, 2026
69.7% to 89.9%
likely to buy, range across five Coca-Cola products, 2026
51.0%
prefer zero or reduced-sugar soft drinks, n=3,393, 2026
8,225
survey responses across seven surveys, 21 January to 10 September 2026
What it means for brands like yours
One owned channel let Coca-Cola sample several products in one year and compare them on the same questions. For a soft drinks brand, the questions that matter are which product to lead with and which occasion to own. Students answer those in their thousands within weeks of trying the product. If your range has a zero-sugar option, the 51.0% figure says lead with it for students.
Questions
How many Coca-Cola products did Dig In put into students’ hands in 2026?
2,395,000 products, counted as units distributed across Freshers Welcome Bags, January Refreshers Bags and Live Activations in 2026.
How did Coca-Cola know students liked the products?
Seven surveys ran from 21 January to 10 September 2026 and collected 8,225 responses. 89.9% of students surveyed were likely to buy Coca-Cola Original and Zero Sugar (n=3,019).
Do UK students prefer zero-sugar soft drinks?
In Coca-Cola’s 2026 surveys with Dig In, 51.0% of students preferred zero or reduced-sugar soft drinks (n=3,393).