Coca-Cola’s promotional online auction is to take bids for a package that will pay for an undergraduate’s student tuition fees and living expenses worth up to £25,000.
Consumers will bid for items on the Cokeauction.co.uk site from August 29.
Bids can be made by collecting special ring-pulls and labels from Coca-Cola cans and bottles, which are then used as “currency”.
Coca-Cola Great Britain director of communications Andrew Coker says: “We decided to include this item in the auction because so many teenagers told our researchers that they really wanted to go to college but couldn’t afford the fees.
“With declining funding, students are now desperate for any financial help they can find to make university or college a reality.”
The value of the lot will be dependent on the course, place of study and the student’s individual circumstances.
Coca-Cola is one of several brands to offer to pay student tuition fees as part of some form of competition this year.
Other lots offered include “money can’t buy” experiences, such as a day at home with the England football team and job placements with sought-after companies.