Believing is Magic - Out of Home Advertising

Coca-Cola has launched its FIFA World Cup campaign - Believing is Magic - which aims to bring the magic of the World Cup to football fans.

The new campaign encourages people to believe that anything is possible, and to ‘Share a Promise’ as a result – committing to an act should their team win. Ads will feature real fans sharing their promises, from getting a tattoo to dying their hair.

The new campaign will launch on October 7 across TV, radio, OOH, social and digital and will run into November, with the new TV ad first airing during the Women’s England v USA match this Friday.

Also, for the fifth time, Coca-Cola and FIFA have come together to bring the FIFA World Cup Trophy Tour by Coca-Cola to the world. For the first time ever, the Original FIFA World Cup Trophy will kick-off its UK leg in Cardiff to celebrate Wales’ first appearance at the tournament in 64 years, before landing at London Stansted and making its way to Wembley Stadium.

In addition, from October 17, shoppers buying 500ml rPET bottles and multi-pack cans of Coca-Cola Zero Sugar and Coca-Cola Original Taste will have the chance to win one of 10,000 limited-edition Coca-Cola FIFA World Cup 2022 branded footballs.

Martin Attock, vice-president, commercial development at Coca-Cola Europacific Partners GB, said: “Coca-Cola has a longstanding history of connecting fans to the world’s biggest football tournaments and helping them to create refreshing social experiences in the home.

“During UEFA Euro 2020, Coca-Cola delivered 68.5% of growth in the colas segment and strengthened soft drinks’ position as the number one impulse category during the football.

“Our advice to retailers is to keep an eye on the fixture dates, get stocked up on our promotional packs for shoppers and create some eye catching in store displays to capture shopper attention.”