Late June saw Coca-Cola unveil its ‘Believing Is Magic’ campaign activating its FIFA partnership rights around the 2023 Women’s World Cup hosted in Australia and New Zealand from 20 July to 20 August and seeking to uplift and refresh the shared experience of the tournament and create excitement for football fans around the world.
The campaign builds on the long-standing Coca-Cola / FIFA partnership as well as its Qatar 2022 Men’s World Cup ‘Believing In Real Magic’ activation programme and invites fans to experience the magic as players chase their dreams on the global stage.
The partnership and the activation aims to embody the optimism, inclusion, equality, and progress that drives the world of sports and inspires us all.
The 2023 iteration of the football activation was brought to life through a partnership between Coca-Cola’s in-house marketing team and agency partners Mercado McCann and WPP and included a ticket competition, a series of consumer experiences, as well as a hero film and supporting social spots and content pieces.
The campaign originally kicked off back in January 2023 with an Australian and New Zealand competition to win a trip to the FIFA Women’s World Cup 2023 Final which incentivised purchasing with an on-can/on-bottle QR code on specially marked products to instantly win match tickets or merchandise every day.
In the immediate lead-up to kick-off, this spearhead spot – which aired on TV in host countries Australia and New Zealand from 19/20 July and globally on Coca-Cola’s social platforms from 26 June – features fans around the world coming together to watch the tournament and support their heroes while enjoying an ice-cold Coca-Cola. The ad highlights the brand’s ability to bring fans and players closer by tapping into the magic that inspired their heroes to reach the world stage.
The activation also includes a social media series of inspiring ‘Player Stories’ from Team Coke football athlete ambassadors – including Australia’s Ellie Carpenter and New Zealand’s Katie Bowen, as well as the USA’s Alex Morgan and – who defied the odds and broke through barriers to achieve greatness.
The programme also includes a set of in-stadium activations at Stadium Australia (Sydney), Brisbane Rectangular Stadium (Brisbane) and Eden Park (Auckland) at which fans attending games in person are able to immerse themselves ‘in the magic’ by visiting the Coca-Cola experience tunnel and then capturing the experience via a shareable photo opportunity.
Plus a set of fan zones activations focus on inviting supporters at the tournament to visit Coca-Cola Recycling Stands and branded Selfie-Photo Walls to capture moments of celebration and magic at the Fan Zones in Tumbalong Park (Sydney), Federation Square (Melbourne) and The Cloud (Auckland). Each supporter who recycle their can or bottle is invited to ‘Spin the Wheel’ for a chance to win prizes that include Coca-Cola tote bags and drinks vouchers.
Indeed, supporting recycling is a simultaneous theme across Coca-Cola’s tournament activation programme which sees the brand provide around 500 waste and recycling bins across the stadiums and fan zones to encourage spectators to recycle their bottles and cans. This strand includes a new Coke ‘smart bin trial’ to help minimise waste contamination, while directional signage and flags with ‘recycle here’ branded messaging will be located around stadiums to make the recycling zones easy to locate.
A further element of the programme focuses on diversity and inclusion to further champion the FIFA Women’s World Cup’s drive for positive society change and on 18 August, Coca-Cola hosts a one-day diversity and inclusion summit in Sydney, continuing to push for progress for women and under-represented groups across business and society.
“Coca-Cola is committed to bringing people together, which is reflective of the essence of the FIFA Women’s World Cup. It is more than just a football tournament – it is a celebration of positive change in society and a testament to the unwavering spirit of believing in magic,” commented Coca-Cola Australia Marketing Director Kate Miller at the campaign launch. “When we unite and believe in the impossible, anything can be achieved. We want everyone to embrace the power of optimism, see what happens when you believe in magic and be part of this incredible journey at the 2023 FIFA Women’s World Cup.”
Comment
Coca-Cola has been a supporter of every FIFA Women’s World Cup since the inaugural tournament in 1991 and the 2023 tournament looks set to be the biggest female sporting event in the world as the interest in and momentum around women’s sports has never been stronger.
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