Coca-Cola South Pacific has announced details of its 2018 FIFA World Cup campaign, seeking to leverage the excitement that builds around the tournament to drive sales.
Running from now until mid-July, the multi-million-dollar campaign is a TVC that encourages fans not to wait until the last minute to get a Coca-Cola to drink during a match. It will air during select group games ⎼ all games featuring Australia and all knockout ties (including the World Cup final).
The campaign will also be supported by additional elements across digital, social and POS displays. Limited-edition FIFA World Cup-themed packaging featuring a soccer ball merging into the Coca-Cola logo is available in stores.
“Australia is a sporting nation, so it’s exciting to continue our partnership with the 2018 FIFA World Cup, one of the most popular sporting events in the world,” Coca-Cola Senior Brand Manager Emma Harper said.
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“More than three billion people will tune in to watch the games, with at least 1.3 million of those in Australia, so clearly it doesn’t matter if you are an avid soccer fan or not, everyone connects to this global cultural phenomenon.
“This partnership will not only be a huge driver of incremental sales for the brand, but one we know Aussie fans of both Coke and soccer will truly embrace.”