Author: Coca-Cola Europacific Partners
Document Type: Presentation
File Size:
Publication Date: 4 October 2026
From Event: Autumn Shopper Seminar on 9 September 2026
Coca-Cola x FIFA World Cup 2026: Turning football fandom into shopper engagement
Coca-Cola used the FIFA World Cup 2026 as a major trading moment, leveraging the tournament to create excitement and drive engagement and transactions across its range.
The campaign combined the Coca-Cola and Panini partnership with exclusive stickers, standout pack designs, promotions and a roadshow, connecting the brand with football fandom. Activity spanned eCommerce, digital and social, TV, out-of-home, sampling, HORECA and in-store POS, with bespoke executions creating standout retail moments.In UK grocery, the campaign delivered more than 14,000 floor-standing displays and 12,000 in-counter displays, alongside 10 bespoke activations across multiple channels.
Key takeaways:
- Cultural and sporting moments can create powerful shopper engagement opportunities.
- Partnerships, collectibles and bespoke experiences can encourage interaction and purchase.
- Activating across multiple channels and occasions can maximise the opportunity.
- Strong retail execution can turn a major sponsorship into a tangible shopper experience.
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