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Coca-Cola launches 2018 FIFA World Cup campaign

Coca Cola FIFA World Cup 2018Soft drinks giant Coca-Cola South Pacific has announced today its 2018 FIFA World Cup campaign, seeking to leverage the excitement that builds around the tournament to drive sales.

The soft drinks manufacturer said in a statement the global event is the ideal partner for Coca-Cola, with brand research identifying soccer as one of the nation’s top sporting passions, especially among teens 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 three 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, Coca-Cola. “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.”

Fronting the multi-million dollar campaign, which runs from now until mid-July, is a TVC that 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.

Coca-Cola said 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. 2018 FIFA World Cup themed Coca-Cola products are available nationwide from a variety of grocery and retail outlets.

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