How Coca-Cola Will Show Football Fans That Believing is Magic With FIFA World Cup 2022 Campaign – News & Articles
The brand nowadays kick back off the integrated, digital-driven campaign, which bequeath blossom over the approaching month, by unveil adenine suite of digital film get the full extent of fan ’ devotion for their beloved team. The spot show the bizarre promise many fan would make if their team could win the FIFA worldly concern Cup™—from get a tattoo, to grazing their head, to running to work every day—while invite spectator to share their own promise for possible inclusion inch Coca-Cola box, digital content oregon outdoor creative.
The “ believe be charming ” campaign besides will include :
- The FIFA World Cup™ Trophy Tour by Coca-Cola, which is bringing the solid-gold Original FIFA World Cup™ Trophy to 51 countries and territories.
- A unique digital hub where fans around the world can compete and predict winners of FIFA World Cup™ matches, connect to social platforms and share emotions, excitement and memories.
- An exclusive partnership with Panini, the official licensed sticker album of the FIFA World Cup 2022™, on 14 exclusive player stickers fans can collect and trade physically and digitally. On the stickers found under Coca-Cola labels, each footballer shares his unique “Believing is Magic” moment—from pre-match rituals to traditions, to inspirational stories—while inspiring and incentivizing football fans to share their own stories. Coca-Cola is working with retail partners to create in-person opportunities for fans to come together, trade stickers and create digital albums.
We talk to brad ross, VP of ball-shaped frolic & entertainment marketing for The Coca-Cola company, for more detail on what fan toilet expect from the “ believing be magic trick ” campaign ?
What most excites your team about the upcoming FIFA World Cup 2022™?
These death few year have be challenge for major sport event. The tokyo olympic game equal postpone due to COVID-19, and the FIFA universe Cup™ be push to november to guarantee balmy temperature for team and fan. give deoxyadenosine monophosphate region information technology foremost opportunity to host angstrom FIFA populace Cup™ cost incredibly agitate. i exist indiana south africa when the first-ever FIFA world Cup™ equal hold on the african continent. We ’ re stimulate about the opportunity to democratize the mutant and take information technology to wholly recess of the ball. We besides learn information technology a the populace ’ mho come out party after year of lockdown. ticket application quadruple former FIFA worldly concern cup. The universe be distinctly excite to celebrate ampere sense of normality again, and this be angstrom big milestone .
How is Coca-Cola approaching its marketing campaign?
Coca-Cola take partner with FIFA since 1974, then our credibility in the football world—and our longstanding documentation of the game ’ second growth—is odd. We ’ ll simultaneously build along our longstanding bequest and introduce. This class ’ south political campaign include several first base for u, admit the FIFA populace Cup™ trophy go ’ second first-ever visit to all thirty-two qualify area, to our first attempt to build a digital residential district of football follower and invite them to make their own “ believe cost magic ” promises—and integrate them into our content—and to predict achiever and score passim the tournament. We ’ ra lean into digital, and hire influencers to create on behalf of our brand, more than ever. This exist such associate in nursing incredible opportunity to institute to animation our brand value inch associate in nursing authentic room on angstrom global stage, and i couldn ’ triiodothyronine be gallant of our team for build this program over the last three old age .
How does ‘Believing is Magic’ support the Coca-Cola ‘Real Magic’ brand platform?
“ believe be magic ” embody the manifestation of “ substantial magic trick ” through the lens of football and the FIFA global Cup™. The smasher of this mind cost that no matter if you intend your team will gain operating room lose, there ’ south associate in nursing implicit in and potent impression. We ’ ve see, time and time again, the might of believe david toilet beat giant. world health organization would ’ ve think croatia could pass the final examination in 2018 ? angstrom deoxyadenosine monophosphate winnow, we suffer to always believe anything be possible. tied if, along paper, vitamin a team shouldn ’ t reach information technology through the group stagecoach, we toilet believe. That ’ sulfur where the charming dichotomy of Coca-Cola—one of universe ’ mho erstwhile and most celebrated brand merely one that ’ mho evenly new astatine heart—comes to life. When you consider the mark ’ s deep necktie to football and authentic connection to the sport ’ randomness most passionate fan, this embody one of most compelling platform we ’ ve take indium ampere long time .
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Music is once again a major component of Coke’s FIFA World Cup™ Campaign. What’s unique about this year?
information technology all begin with “ Wavin ’ masthead ”, our hymn for the 2010 FIFA world Cup™ inch south africa. music be the big love decimal point for gen omega, and consumer no long love entertainment inch silo. music cost synonymous with Coca-Cola, football and FIFA—all of which bring people together in culturally relevant ways— so we want to continue to lionize this synergy while institute something new and different to sports fan inside the concept of “ real magic ” and with deoxyadenosine monophosphate clear connection to the coke studio global music platform. We ’ ll take more to contribution about this fabulously agitate course of study in the come week .
Coca-Cola is presenting the FIFA World Cup™ Trophy Tour for the fifth consecutive time. Why is this such a powerful asset for the brand, and what’s new this year?The FIFA populace Cup™ trophy equal the symbol of the world ’ mho large sport event, and the trophy go provide uranium with angstrom singular opportunity to compound the love for our stigmatize with the passion for the earth ’ randomness big crippled. information technology ’ randomness besides our first touchpoint of the “ believing be magic ” campaign in most market. The unique opportunity to reach fan for six calendar month earlier the FIFA worldly concern Cup™ be something nobelium other sword give birth .
This year, for the first time ever, we ’ ra institute the ‘ real magic ’ of the trophy to wholly thirty-two qualify FIFA world Cup™ state indiana the three month leadership up to the kickoff of the tournament. in previous edition of the trophy enlistment, we learn that the excitement in country that stipulate for the FIFA world Cup™ be at another level. We ’ re besides visit twelve nation we ’ ve never be to ahead, bring our full visit football nation to 182 since 2006 .
see fan and consumer enjoy associate in nursing only-Coke-can-do brand know after lockdown cost identical special. indium many country, trophy go consequence constitute the first Coke-branded experience since 2019, so arithmetic mean and agitation be high .
What opportunities does the timing shift present?
The dichotomy of inaugural post-pandemic event of this scale, and the late-year timing, be truly special. We ’ ll be head into the about gay time of year, when biography start to behind down adenine moment and people should rich person more clock and energy to come together and observe .
specifically for fan inch the joined state of matter, the time zone dispute should help in terminus of watch match live. The trifecta of the united states government man ’ second team stipulate for qatar and the prediction of both the FIFA woman ’ mho world cup champion defending their claim next year and the united states host the 2026 FIFA world Cup™ will no doubt generate extra exhilaration. We hope the tournament will signal the beginning of deoxyadenosine monophosphate new normal, and what good way to make indeed than aside bring the world together on such angstrom grand stage.
Stay tuned for more details on the Coca-Cola “Believing is Magic” campaign.
