In line with Coca-Cola’s focus on digitally driven campaigns, “Believing in Magic” features three digital films — “Tattoo,” “Shave” and “Run” — that revolve around the promises fans make if their teams win. Taglines like “If we win I’ll get a tattoo” will also feature on special “promise” packaging. Press materials also tease future opportunities for consumers to share their own promises for possible inclusion in packaging, digital content and outdoor creative. 

A partnership with Panini on exclusive player stickers that are available both digitally and physically under Coca-Cola labels allows the brand to integrate itself with another element of fandom. World Cup sticker albums are a long-standing hobby for football fans but inflation has raised the price of a complete set to more than $1,000, making the special World Cup packaging more attractive for fans.

For the fifth consecutive time, Coca-Cola is presenting the FIFA World Cup Trophy Tour and will bring the trophy to all 32 qualifying nations in the lead-up to the tournament, giving the brand a touchpoint in global markets months before the tournament begins. In addition, Coca-Cola will run a digital hub for fans around the world to compete and predict winners of World Cup matches, connect to social platforms and share other moments. 

The Coca-Cola Company saw net revenues grow 12% to $11.3 billion in Q2 2022 and has embraced a marketing model that is focused on adding and retaining consumers through experiences that link consumption with consumer passions.

(Copyright: MarketingDive Coca-Cola kicks off digitally driven World Cup campaign | Marketing Dive)