One significant regional strand of FIFA global partner Coca-Cola’s Russia 2018 activation sees the soft drinks behemoth encourage football fans to prepare for the tournament with an integrated initiative running across multiple channels targeting both at-home and on-the-go consumption.
The initiative – which runs out in local formats across the region from mid May until mid July – encourages market-specific fans to ‘find the perfect match (a Coke)’ as it seeks to leverage its tournament rights to drive sales through limited edition cans.
The campaign is spearheaded by a central television commercial – edited for local markets – that airs pre-tournament as well as during select group games and knockout ties, as well as the FIFA World Cup Final itself.
The lead ‘Stock Up’ spot
is supported by further content pieces running across digital, social, in-store and point-of-sale displays.
This latter phase links to the brand’s limited edition FIFA World Cup themed packaging: which features a football image merging into the iconic Coca-Cola logo.
Coca-Cola South Pacific developed this initiative in partnership with agency Ogilvy, as well as with partner’s UM, Geometry and Schawk.
This activation emerged after Coke research that identified football as one of the region’s main sporting passions: especially among teenagers and young adults.
“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. More than 3 billion people globally 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,” said Emma Harper, senior brand manager of Coca-Cola Australia, discussing the campaign
“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.”
2018 FIFA World Cup themed Coca-Cola products are available nationwide from a variety of grocery and retail outlets.
This World Cup activation is rolling out in multiple markets around the world – from Singapore
to Malaysia –
with additional team-specific product packaging and Russia 2018 merchandise sitting at the heart of various different local market, tactical campaigns too.
Comment:
This is just one strand of Coca-Cola’s global, integrated Russia 2018 work which was kicked-off by its Trophy Tour marketing programme and is anchored by its ‘Colors Anthem’ tournament track advertising activity (see case study).
Links:
Coca-Cola Australia
https://www.youtube.com/user/CocaColaAust
https://www.facebook.com/CocaColaAustralia
https://www.instagram.com/cocacolaau/
https://twitter.com/cocacolaau
Russia 2018
https://www.facebook.com/welcome2018
https://twitter.com/welcome_2018
https://www.instagram.com/welcome_2018/
https://www.youtube.com/channel/UCIc3kHv8eeCG6invpMRcCHg/feed
FIFA
https://www.fifa.com/worldcup/
https://www.youtube.com/FIFATV
