- To celebrate this year’s FIFA World CupTM Coca-Cola is encouraging fans to ‘share a promise’ as part of its new campaign
- Multi-million pound marketing campaign to promote belief that anything is possible, and includes the FIFA World CupTM Trophy Tour by Coca-Cola which makes its way to Great Britain next week, with its first ever stop in Wales
- ‘Win a Ball, Give a Ball’ on-pack promotion returns to engage consumers and help retailers drive sales
Coca-Cola has today launched its FIFA World CupTM campaign – Believing is Magic – bringing the magic of the World CupTM to football fans.
Coca-Cola’s new campaign is designed to bring the magic of the FIFA World CupTM to life, by encouraging people to believe that anything is possible, and to ‘Share a Promise’ as a result – 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.
To mark the launch of the campaign, Coca-Cola yesterday partnered with legendary barber Mark Maciver, who boasts football and music stars on his client list, and his iconic SliderCuts barbershop in East London to offer free trims for fans in return for their FIFA World CupTM promise.
The new campaign will launch on 7th October across TV, Radio, OOH, Social & Digital and run into November, with the new TV advert first airing during the Women’s England v USA match this Friday. Also, for the fifth time, Coca-Cola and FIFA have come together to bring the FIFA World CupTM 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 Stanstead 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.
Win a Coca-Cola FIFA World Cup 2022TM branded footballs
From 17th 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 2022TM branded footballs. Every time a shopper scans the QR code on pack to claim a ball.
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 2020TM[1] , Coca-ColaTM delivered 68.5% of growth in the colas segment and strengthened soft drinks’ position as the number one impulse category during the football[2]”.
The ambition is for the number one soft drinks brand in GB[3] to build on this success ahead of and during FIFA World Cup 2022TM, 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 CupTM since 1978. Coca-Cola has advertised at every FIFA World CupTM stadium since 1950 and is a long-
[1] 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
[2] NielsenIQScantrack-Total Coverage -Latest 6 Weeks WE 17.07.21 (£)
[3] Nielsen Total GB incl dis MAT Val 180622
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