As football fans prepare for the kick-off in November, Coca-Cola is celebrating the journey of each fan through the real magic of the FIFA World Cup. With the majority of fans unable to travel to Qatar for the FIFA World Cup 2022, Coca-Cola will deliver the electric atmosphere of the tournament directly to their home through retail activations, including premium items and new variations of packaging which highlight country colors and shared promises.
Packaging will include the authentic Coca-Cola white, red and black, team color graphics, the FIFA World Cup sponsorship logo, and more. To support its Believing is Magic FIFA World Cup 2022 campaign, Coca-Cola will produce 20 unique global “promises” that will be on display across packaging and additional creative activations.
“The Coca-Cola FIFA World Cup 2022 campaign, Believing is Magic, celebrates and enhances authentic and simple moments of connection for football fans,” said Brad Ross, vice president of global sports and entertainment marketing at The Coca-Cola Co., in a statement. “A global community of fans will come together to cheer, pass down rituals and join in the belief that this will be the year their team is crowned winners of the FIFA World Cup.”
During 2022, the Original FIFA World Cup Trophy will travel to 51 countries and territories, including 11 new countries, bringing Coca-Cola and FIFA one step closer to visiting all of FIFA’s 211 Member Associations by 2030. For the first time, the Original FIFA World Cup Trophy will visit all 32 qualifying nations, bringing the real magic of the world’s largest, most anticipated sporting event directly to fans.
Coca-Cola also released a hero film that brings fan excitement to life. A passionate football fan imagines their team winning the FIFA World Cup as their street transforms into a celebration. As they sip an ice-cold Coca-Cola, their team’s match begins.
In addition to the hero spot, Coca-Cola released three digital films ― Tattoo, Shave, and Run ― that embody football fans’ promises and devotion to their teams. In these films, football fans commit to getting a tattoo, shaving their head and running to work every day if their team takes home the coveted prize ― the FIFA World Cup. Each film seeks to inspire fans worldwide to share the promises they make to support their team. The same promises that can also be found on pack and digitally.
Once the FIFA World Cup 2022 kicks off, Coca-Cola will debut a program that highlights fan superstitions during the match. New packaging also will highlight team colors and shared promises.
“As a valued and long-standing FIFA partner, Coca-Cola plays a vital role in enhancing the FIFA World Cup fan experience worldwide and driving our ultimate vision of making football truly global,” said Romy Gai, FIFA’s chief business officer. “Our friends at Coca-Cola have provided extraordinary support for FIFA and the FIFA World Cup over many years, and we applaud their latest creative efforts to inspire and engage fans across the planet in a unique festival of football.”
During the FIFA World Cup and beyond, Coca-Cola is committed to connecting with football fans to bring them closer to the magic of the tournament. The brand will be sharing fan-focused content in the lead-up to the FIFA World Cup in November.