Coca-Cola has unveiled its campaign for the 2022 FIFA World Cup, which begins in Qatar on 20 November.
Debuting as part of the brand’s ‘Real Magic’ brand platform, the ‘Believing is Magic’ campaign looks to celebrate the sense of community supporting your national football team can entail.
The news comes months after Coca-Cola announced that it was boosting its marketing spend in a bid to raise customer perception and justify the jump in its product prices.
The accompanying one-minute TV spot, supported by three additional digital films, encourages fans to believe and also celebrates certain fan superstitions.
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The promotion will also include ‘fan-focused’ content once the tournament begins, as well as packaging that will embody ‘team colours and shared promises’.
Coca-Cola vice president of global sports and entertainment marketing, Brad Ross, has said that the campaign is meant to champion the “simple moments of connection” football fans experience when supporting their teams.
The multinational brand is also collaborating with FIFA to debut a tour that will see the World Cup Trophy travel across the globe to 51 countries and territories. It is reportedly the first time the tour will feature in all 32 qualifying nations.
