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Coca-Cola launched its “Believing is Magic” global ad campaign for the FIFA World Cup taking place this November 20 to December 18 in Qatar.
Coca-Cola has been an official sponsor of the Fifa World Cup since 1978.
Titled “Believing is Magic”, the campaign builds on the brand’s “Real Magic” platform and features a 60-second hero film— about a passionate football fan walking down the street, dreaming of her team winning the tournament, as her surroundings magically turn celebratory.
The lead creative agency on the work is Interpublic’s Mercado McCann, based in Buenos Aires, Argentina.
The brand kicked off the integrated, digital-driven campaign, which will unfold over the coming months, by unveiling a suite of digital films — “Tattoo,” “Shave” and “Run” — capturing the full extent of fans’ devotion for their beloved teams.
The spots show the outlandish promises many fans would make if their team could win the FIFA World Cup—from getting a tattoo, to shaving their head, to running to work every day—while inviting viewers to share their own promises for possible inclusion in Coca-Cola packaging, digital content or outdoor creative.
“The Coca-Cola Fifa World Cup 2022 campaign, ‘Believing is Magic,’ celebrates and enhances authentic and simple moments of connection for football fans,” said Brad Ross, vice-president of global sports and entertainment marketing at The Coca-Cola Company.
“A global community of fans will come together to cheer, pass down rituals and join in the belief that this will be the year their team is crowned winners of the Fifa World Cup.”
The “Believing is Magic” campaign will also include the creation of a digital social hub, an exclusive partnership with Panini to create 14 exclusive player stickers for fans to collect and trade both physically and digitally, and a continuation of the FIFA World Cup Trophy Tour.
This campaign is the latest iteration of the brand’s “Real Magic” platform, which launched in September 2021 with a focus on shared moments. The campaign continues to focus on authentic moments of connection between fans and the beliefs, rituals and promises that World Cup fandom entails.
It is noteworthy to mention that this is the first World Cup to take place in the Middle East.
