Coca-Cola has announced its campaign for the FIFA World Cup, ‘Believing is magic’, including an on-pack promotion across certain lines.

As part of the campaign, from 17 October, shoppers buying 500ml bottles and promotional multipack cans of Coca-Cola Original Taste and Coca-Cola Zero Sugar will have the chance to win one of 10,000 limited-edition branded footballs.

Advertising for the campaign launches on 7 October across TV, radio, outdoor, social media and digital and runs into November, with the new TV advert set to air during the Women’s England v USA match this Friday.

Additionally, Coca-Cola and FIFA have partnered for the fifth time to bring the FIFA World Cup Trophy Tour by Coca-Cola to football fans.

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For the first time, the tour will start its UK leg in Cardiff, to celebrate Wales’ first appearance at the tournament in 64 years, before going to Wembley Stadium.

Martin Attock, vice-president for commercial development at Coca-Cola Europacific Partners GB, said: “Coca-Cola has a longstanding history of connecting fans to the world’s biggest football tournaments and helping them to create refreshing social experiences in the home.

“During UEFA Euro 2020, Coca-Cola delivered 68.5% of growth in the colas segment and strengthened soft drinks‘ position as the number-one impulse category during the football.

“The ambition is for the number-one soft drinks brand in GB to build on this success ahead of and during the World Cup, helping to drive sales for retailers. Our advice to retailers is to keep an eye on the fixture dates, get stocked up on our promotional packs for shoppers and create some eye catching in-store displays to capture shopper attention.”

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