• Fri. Jun 21st, 2024

Coca-Cola kicks off digitally driven Earth Cup marketing campaign

Table of Contents

Dive Quick:

  • Coca-Cola released a marketing campaign close to the FIFA World Cup 2022, per aspects shared with Marketing and advertising Dive. The “Believing is Magic” marketing campaign builds on the brand’s “True Magic” system and characteristics a 60-second hero movie.
  • As element of the campaign, Coca-Cola has partnered with Panini, the formal certified sticker album of the World Cup, to produce exclusive stickers that can be collected digitally and physically. The manufacturer is also doing work with retail partners to develop in-man or woman alternatives all around the stickers, for each a organization site publish.
  • Continuing the brand’s focus on digitally pushed campaigns, “Believing is Magic” also includes an on the net hub that seeks to connect fans throughout the globe and 3 electronic movies that revolve all around the guarantees supporters make if their workforce wins, which will also be highlighted on packaging.

Dive Insight:

Coca-Cola is receiving an early bounce on its campaign around the World Cup, which usually takes location Nov. 20 to Dec. 18 this calendar year in its place of through the summertime to prevent the extreme warmth in Qatar, its host country. Coca-Cola has partnered with FIFA considering the fact that 1974 and been an formal sponsor of the Earth Cup due to the fact 1978, and this is both of those the 1st Earth Cup since the pandemic hit and the 1st to choose area in the Center East.

“We’re energized about the chance to democratize the activity and take it to all corners of the world. We also see it as the world’s coming out bash after decades of lockdown,” claimed Brad Ross, vice president of global athletics and entertainment internet marketing for The Coca-Cola Corporation, in a corporation blog write-up. “The earth is evidently energized to rejoice a feeling of normalcy once again, and this is a big milestone.”

The “Believing is Magic” marketing campaign is the hottest iteration of the brand’s “True Magic” platform, which introduced in September 2021 with a concentrate on shared moments. In type, the marketing campaign focuses on authentic times of relationship between admirers and the beliefs, rituals and claims that Earth Cup fandom involves. A hero movie shows a football supporter imagining their workforce successful the Entire world Cup and the ensuing celebration.


In line with Coca-Cola’s emphasis on digitally pushed strategies, “Believing in Magic” features three digital films — “Tattoo,” “Shave” and “Run” — that revolve around the guarantees admirers make if their groups earn. Taglines like “If we win I will get a tattoo” will also feature on unique “guarantee” packaging. Push elements also tease long run options for people to share their very own claims for doable inclusion in packaging, electronic articles and outdoor creative. 

A partnership with Panini on special player stickers that are readily available the two digitally and bodily below Coca-Cola labels makes it possible for the brand to combine itself with yet another aspect of fandom. World Cup sticker albums are a extended-standing pastime for soccer lovers but inflation has raised the rate of a comprehensive set to far more than $1,000, making the special Entire world Cup packaging extra eye-catching for enthusiasts.

For the fifth consecutive time, Coca-Cola is presenting the FIFA World Cup Trophy Tour and will carry the trophy to all 32 qualifying nations in the guide-up to the match, offering the model a touchpoint in world marketplaces months before the tournament commences. In addition, Coca-Cola will operate a electronic hub for followers close to the globe to compete and forecast winners of Planet Cup matches, connect to social platforms and share other moments. 

The Coca-Cola Firm observed internet revenues develop 12% to $11.3 billion in Q2 2022 and has embraced a promoting product that is concentrated on introducing and retaining buyers by means of experiences that website link intake with shopper passions.