Coca Cola World Cup

Believing is Magic is the title of Coca-Cola’s FIFA World Cup campaign, which aims to encourage people to believe that anything is possible. The activity will be supported by an on-pack promotion to win a branded football.

The campaign focuses on the concept of football fans having to ‘Share a Promise’ – committing to an act should their team win. The creative will feature real fans sharing their promises, from getting a tattoo to dying their hair.

The new campaign will launch on 7th October across TV, radio, OOH, social and digital and will run into November, with the new TV advert first airing during the Women’s England v USA match this Friday. 

From 17 October, shoppers buying on-the-go (500ml rPET bottles) and sharing promotional packs (multi-pack cans) of Coca-Cola Zero Sugar and Coca-Cola Original Taste will have the chance to win one of 10,000 limited-edition Coca-Cola FIFA World Cup 2022 branded footballs.

Also, for the fifth time, Coca-Cola and FIFA have come together to bring the FIFA World Cup Trophy Tour by Coca-Cola to the world. For the first time ever, the Original FIFA World Cup Trophy will kick-off its UK leg of the tour in Cardiff celebrating Wales’ first appearance at the tournament in 64 years, before landing at London Stansted and making its way to Wembley Stadium. Football fans will have the chance to view the most iconic symbol in football and experience the real magic of the world’s largest, most anticipated sporting event for themselves.

Martin Attock, Vice-President, Commercial Development at Coca-Cola Europacific Partners GB, said: “Coca-Cola has a longstanding history of connecting fans to the world’s biggest football tournaments and helping them to create refreshing social experiences in the home.

“During UEFA Euro 2020 , Coca-Cola delivered  68.5% of growth in the colas segment (CCEP) Analysis of CCEP value sales performance within Total Core Sparkling Colas inTotal GB in 6 w/e 17/07/21 vs 6 w/e 05/06/21 and strengthened soft drinks’ position as the number one impulse category during the football (Nielsen) NielsenIQScantrack-Total Coverage -Latest 6 Weeks WE 17.07.21 (£)”.

The ambition is for the number one soft drinks brand in GB (Nielsen) Nielsen Total GB incl dis MAT Val 180622 to build on this success ahead of and during FIFA World Cup 2022, helping to drive sales for retailers. Our advice to retailers is to keep an eye on the fixture dates, get stocked up on our promotional packs for shoppers and create some eye-catching in store displays to capture shopper attention.”

The Coca-Cola Company has had a long-standing relationship with FIFA since 1974 and has been an official sponsor of the FIFA World Cup since 1978. Coca-Cola has advertised at every FIFA World Cup stadium since 1950 and is a long-time supporter of football at all levels.

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