Coral has returned to the 1980s to promote the launch of its exclusive “Rewards Grabber” platform for UK audiences.
Via a campaign developed by Wonderhood Studios, Coral is leaning on arcade nostalgia and retro gaming culture to promote its free-to-play rewards platform through a colourful 1980s-inspired makeover.
The campaign marks the latest instalment of Coral’s “We’re Here For It” marketing strategy, designed to position the heritage betting brand around humour and light entertainment for mainstream audiences.
Chris Brocklehurst, Head of Brand at Coral, said the campaign was designed to connect the operator’s heritage with modern audiences during its centenary year.
“In our centenary year, we’re leaning into the magic of classic 80s gaming with our Coral Rewards Grabber,”
Debuting this weekend on UK prime-time television, Coral’s advert was directed by Ben Dean of Magna Studios, whose previous commercial work includes campaigns for Nike UK, McDonald’s and Beats by Dre.
Coral confirmed the campaign will run across linear television, BVOD, social media and out-of-home advertising, with media planning handled by PHD Media.
Wonderhood Studios was appointed as new lead creative agency for Coral in 2025, following an advertising review undertaken by Entain across its heritage UK betting brands.
The review formed part of Entain’s broader reassessment of brand strategy and marketing effectiveness for Coral and Ladbrokes amid heightened competition and tighter regulatory scrutiny of gambling advertising.
James Rafter, Creative Director at Wonderhood Studios, joked that while “hairstyles, music and fashion was better in the 80s”, prize offerings from the decade were “a bit naff”, contrasting them with the modern version of Coral’s rewards product.
Myles Vincent, also Creative Director at Wonderhood Studios, added that Coral had fully embraced the “ambition and humour” of the concept in pursuit of a campaign that felt “unapologetically entertaining”.
