Coca-Cola has kicked-off its FIFA World Cup campaign – Believing is Magic – that seeks to encourage people to believe that anything is possible, and to ‘Share a Promise’ as a result.
‘Sharing a promise’ means fans must commit to doing something out of the ordinary should their team win, and the campaign will feature real fans doing just that, from getting a tattoo to dyeing their hair.
The campaign launches on 7 October across TV, radio, out-of-home, social and digital channels, with a new TV ad first airing during the Women’s England v USA match. This features a man who keeps a promise to shave his head if his team wins, much to the horror of his long-haired relatives.
From 17 October, shoppers buying on-the-go and sharing promotional packs of Coca-Cola Zero Sugar and Coca-Cola Original Taste will have the chance to win one of 10,000 limited-edition Coca-Cola World Cup 2022 branded footballs.
Martin Attock, Vice-President, Commercial Development at Coca-Cola Europacific Partners GB, said the soft drinks giant wanted to build on the success of its Euro 2020 campaign and drive sales ahead of and during the World Cup.
He added: “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.”
