Coca-Cola South Pacific has announced details of its new 2018 FIFA World Cup campaign titled “Stock Up”.
The campaign, by Ogilvy, encourages fans not to wait until the last minute to get a Coca-Cola for the perfect match. It will air during select group games, all Australian games and all knockout ties – including the FIFA World Cup Final itself.
The campaign will also be supported by additional elements across digital, social and point of sale displays. Limited edition FIFA World Cup themed packaging which features a soccer ball merging into the iconic Coca-Cola logo is available in stores, targeting at-home and on-the-go occasions.
Emma Harper, senior brand manager, Coca-Cola said: “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.
“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.”