Coca-Cola's Thirsty's Fan HQ Tour
Coca-Cola is one of the most visible sponsors in sports, and its “Fan Work is Thirsty Work” campaign celebrates the fans who push their teams forward all season long. For the 2026 football season, we brought that idea to life with Coca-Cola Thirsty's Fan HQ: a hometown diner-inspired hub that popped up in eight Southwest locations.
From Houston to Lubbock, fans found home-team branding, IYKYK easter eggs, celebrity visitors, including Danny Amendola and Colt McCoy, and free custom merch at every stop. Over sixteen days, Thirsty’s welcomed thousands of fans and put Coca-Cola ’s limited-edition, team-branded cans in their hands.
By the Numbers
16
Days of activation
27K+
Total guests
48M+
Earned Media Impressions
35K+
Cans Sampled
115
Creators activated
19M+
Paid Media Impressions
78K+
Newspapers circulated
15K+
1PD collected
MY ROLE...
included developing the Thirsty's custom build with the creative and production teams, shaping the floorplan, facade, and interior experience, and creating the visual identity. Coca-Cola's new brand identity and Always On campaign assets informed the design, which was carried through merchandise, social content, and paid advertising.
YEAR
2026
AGENCY
160over90
ROLE
Senior Designer