The 2018 FIFA World Cup Russia being one of the most watched televised events in the world, and Coca-Cola its official partner presented the opportunity for us to make it a truly global consumption occasion. In 5 weeks, high consumption levels met lowered purchase barriers creating the perfect atmosphere to make drinking Coca-Cola synonymous with the FIFA World Cup.

Though the brand connection with the FIFA World Cup is universally admired, the core challenge was to place Coca-Cola’s products with more contextual roles in football. The brand needed to shift from just selling Coca-Cola, to making their products top choice during FIFA World Cup moments.

The challenge was to effectively place the product to encourage more consumption. To move people one tier up, we made our content as real-time as possible to place Coca-Cola products closer to key football moments in an effort to increase more relatability and finally consumption.

We identified 3 key sporting shows related to the FIFA World Cup matches and posted social media content over five weeks.

The kickoff

Pre-match content began with four videos of limited edition cans, making references to both country and culture. Each can was featured with a one-liner written in a localised manner for relatability.

The Fizzy Pre-Match Show

We launched the second series of videos that dramatizes key moments in the group stage to give a glimpse of what happened during the Top 16 Stage. To keep social media content as “real-time” as possible, the videos were posted up before matches began.

The Fizzy Highlights Show

To make content as “real-time” as possible, we launched three videos with two influencers as localised commentators, posting them hours after matches ended. Cupturalists could view upon waking up, giving them plenty of conversational opportunities with friends the following day.