Coca-Cola kicks off FIFA World Cup 2022 campaign

Coca-Cola, an official partner of the FIFA World Cup since 1974, has rolled out its campaign for this edition of the tournament that kicks off in Qatar on 20 November.

According to a statement from Coca-Cola, the campaign is digital-driven and will unfold over the coming months. All the films capture the extent of fans’ devotion for their beloved teams. The spots show the outlandish promises many fans would make if their team could win the FIFA World Cup — from getting a tattoo, to shaving their head, to running to work every day—while inviting viewers to share their own promises for possible inclusion in Coca-Cola packaging, digital content or outdoor creative.

Alongside the films, the 'Believing is Magic' campaign also will include a FIFA World Cup Trophy Tour by Coca-Cola in 51 countries and territories.

Brad Ross, VP - global sports and entertainment marketing, The Coca-Cola Company, said, "These last few years have been challenging for major sports events. The Tokyo Olympic Games were postponed due to Covid-19, and the FIFA World Cup was pushed to November to ensure mild temperatures for teams and fans. Giving a region its first opportunity to host a FIFA World Cup is incredibly exciting. I was in South Africa when the first-ever FIFA World Cup was held on the African continent. We’re excited about the opportunity to democratise the sport and take it to all corners of the globe. We also see it as the world’s coming out party after years of lockdown."

 

He added, "Our credibility in the football world — and our longstanding support of the game’s growth — is unmatched. We’ll simultaneously build on our longstanding legacy and innovate. This year’s campaign includes several firsts for us, including the FIFA World Cup Trophy Tour’s first-ever visit to all 32 qualifying countries, to our first effort to build a digital community of football followers and inviting them to make their own 'Believing is Magic' promises — and integrate them into our content — and to predict winners and scores throughout the tournament. We’re leaning into digital, and engaging influencers to create on behalf of our brands, more than ever. This is such an incredible opportunity to bring to life our brand values in an authentic way on a global stage, and I couldn’t be prouder of our team for building this program over the last three years."

 

"'Believing is Magic' is the manifestation of 'Real Magic' through the lens of football and the FIFA World Cup. The beauty of this idea is that no matter if you think your team will win or lose, there’s an inherent and powerful belief. We’ve seen, time and time again, the power of believing David can beat Goliath. Who would’ve thought Croatia could reach the finals in 2018? As fans, we have to always believe anything is possible. Even if, on paper, a team shouldn’t make it through the group stage, we can believe. That’s where the magical dichotomy of Coca-Cola—one of the world’s oldest and most storied brands but one that’s equally young at heart—comes to life. When you consider the brand’s deep ties to football and authentic connection to the sport’s most passionate fans, this is one of most compelling platforms we’ve had in a long time," he concluded.